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All Journal JURNAL MANAJEMEN MOTIVASI
Terryna Safira
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pemasaran FOMO sebagai Respons Strategis: Positioning Merek dan Strategi Branding Jangka Panjang pada UMKM Makanan dan Minuman di Indonesia Terryna Safira; Rustiadi, Sonny
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9482

Abstract

Using thematic analysis and cross-case comparison, this study examines FOMO marketing, brand positioning, and constraints among Jakarta food and beverage MSMEs. Ten owners or marketing decision-makers were interviewed; eight principal cases were coded and compared with selected social media posts. Two uncoded interviews served only as redundancy checks. FOMO understanding was practice-first. Clearer positioning accompanied selective trend adoption, while weaker clarity accompanied reactive tactics. Reliance on FOMO was described alongside limited owner attention, operational constraints, and difficulty maintaining alternatives. These eight-case interpretations concern owners' decisions, not measured marketing effectiveness, consumer retention, or long-term brand outcomes.
Co-Authors Sonny Rustiadi