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All Journal Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
Ni Putu Anggie Tisnayanthi
Universitas Pendidikan Nasional
Decision Sciences, Operations Research & Management

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Pengaruh Viral Marketing dan Fear of Missing Out (FOMO) terhadap Purchase Intention dengan Brand Image sebagai Variabel Mediasi: Studi Kasus pada Gigi Susu Canggu Ni Putu Anggie Tisnayanthi; Nyoman Sri Manik Parasari
Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 4 No. 4 (2026): Oktober: Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahan
Publisher : Fakultas Teknik Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/wawasan.v4i4.5309

Abstract

This study aims to examine the influence of viral marketing and Fear of Missing Out (FOMO) on purchase intention, with brand image serving as a mediating variable among consumers of Gigi Susu Canggu. This study employed a quantitative approach involving 160 respondents selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The results indicate that viral marketing has no significant effect on purchase intention, whereas FOMO and brand image have a positive and significant effect on purchase intention. Furthermore, viral marketing has a positive and significant effect on brand image, while FOMO has no significant effect on brand image. Brand image fully mediates the relationship between viral marketing and purchase intention but does not mediate the relationship between FOMO and purchase intention. Overall, the findings reveal that consumer’s purchase intention toward Gigi Susu Canggu is formed through two different processes: through the development of brand image in the relationship between viral marketing and purchase intention, and directly through the psychological influence of FOMO. The findings of this study are expected to provide practical insights for businesses in the food and beverage industry in developing marketing strategies that focus not only on creating viral content but also on building a positive brand image.
Co-Authors Parasari, Nyoman Sri Manik