<![CDATA[Social platforms and digitally mediated promotion have reshaped how buyers search for product information and decide what to purchase, including fashion items. This inquiry examines the effects of Content Marketing and Fear of Missing Out (FOMO) on the Purchase Decision of Ventela shoes in Jepara Regency, while positioning Perceived Quality as an intervening mechanism. A quantitative survey was conducted among 130 consumers who had purchased Ventela shoes at least once, and participants were selected purposively. Questionnaire responses were assessed through Partial Least Squares Structural Equation Modeling using SmartPLS 4.0. The estimates show that both Content Marketing and FOMO significantly raise Perceived Quality and Purchase Decision. Perceived Quality also provides a meaningful positive contribution to Purchase Decision. The indirect-effect assessment confirms that perceived product quality carries the influence of Content Marketing into consumer choice, whereas it does not transmit the effect of FOMO. These findings identify Content Marketing as a strong instrument for developing quality judgments and encouraging purchases of Ventela footwear. The contrasting mediation pattern suggests that content-driven choices involve a quality-evaluation stage, while FOMO tends to operate through immediate emotional pressure. The model therefore highlights the need to coordinate digital communication with reliable product performance. Accordingly, the brand manager should deliver useful, consistent, and engaging digital material while safeguarding product standards so that consumer confidence and purchasing action can be strengthened.]]>
