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All Journal DIGEST MARKETING Value Added: Majalah Ekonomi & Bisnis JBTI : Jurnal Bisnis : Teori dan Implementasi Li Falah: Jurnal Studi Ekonomi dan Bisnis Islam EBSJ JURNAL MANAJEMEN BISNIS Jurnal Samudra Ekonomi dan Bisnis Jurnal Manajerial International Journal of Economics Development Research (IJEDR) JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Journal of Advanced Multidisciplinary Research DEDIKASI PKM Anindyaguna Ekonobisnis : Jurnal Ekonomi dan Bisnis STIE Anindyaguna Jurnal Bingkai Ekonomi (JBE) Jurnal PKM Manajemen Bisnis Society: Jurnal Pengabdian Masyarakat Business Perspective Journal JURNAL AKUNTANSI DAN BISNIS Neo Journal of economy and social humanities Journal of Artificial Intelligence and Digital Business Jurnal Manajemen Bisnis Era Digital IECON: International Economics and Business Conference
Firdaus Firdaus
Universitas Muhammadiyah Semarang
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Nursing Public Health Social Sciences

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Journal : International Journal of Economics Development Research (IJEDR)

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Viral Marketing, Brand Image, and the FOMO Effect: A Behavioral Economics Study on Kazamarts Indonesia Abdillah, Muhammad Husein; Jumai, Jumai; Purwanto, Edy; Firdaus, Firdaus
International Journal of Economics Development Research (IJEDR) Vol. 6 No. 3 (2025): International Journal of Economics Development Research (IJEDR)
Publisher : Yayasan Riset dan Pengembangan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/ijedr.v5i3.7555

Abstract

This study aims to examine the role of Fear of Missing Out (FOMO) in moderating the influence of viral marketing and brand image on consumer purchase decisions of Kazamarts Indonesia's fashion products. A total of 100 respondents were selected using purposive sampling, targeting individuals who have engaged with Kazamarts' online marketing and have made or considered making a purchase. Data were collected using a Likert scale questionnaire ranging from 1 (strongly disagree) to 5 (strongly agree). The analysis was conducted using Partial Least Squares (PLS) to test the proposed structural model. The findings reveal that both viral marketing and brand image significantly influence FOMO and consumer purchase decisions. Furthermore, FOMO was found to moderate the relationship between viral marketing and purchase decisions, strengthening the effect, while its moderating role on brand image was less significant. These results highlight the importance of emotional triggers like FOMO in digital marketing strategies for fashion brands targeting online consumers.
Co-Authors Abdillah, Muhammad Husein Ade Octavia Adelia, Vita Adi Sucipto, Adi Agung Nusantara Ahmad Fahmi Akmal, Muhammad Rafi Aldiva Qolby Tiara Alim, Mucahmmad Rully Sjahirul Alis Arifa Rahman Alis Arifa Rahman Amelia Amrudin Mahfud Jumai Andro Dewanta Noegroho Andro Dewantara Noegroho Any Setyarini Ariyanto, Ahmad As'ari, Fajar Husain Asepta Hendriyanto Asepta Hendriyanto Asepta Hendriyanto Asepta Hendriyanto Asepta Hendriyanto Bagus Abdillah Budiman Budiman Callista Cahya Waroka Devanya Sonia Aulia Devi Dina, Novia Rahma Edy Purwanto Edy Purwanto Edy Purwanto Effendi, Meizar Elina Felda Andreani Ellen Proborini Endah Ratnasari Fatmawati, Azzahra Felda, Elina Fiderius Ismanto Fiderius Ismanto Haqq, Zulkifli Nurul Hari Murti Mahatma Putra Hayati, Michelle Zuhrotul Heru Yulianto Ilham Yusuf, Ilham ISMANTO, FIDERIUS Isna, Nova Jatmiko, M Roby Jatmiko, M.Roby Juma'i, A.M Jumai Jumai, Jumai Kukuh Mulyanto Kukuh Mulyanto Kukuh Mulyanto Kukuh Mulyanto Kukuh Mulyanto Lelani, Siska M. Roby Jatmiko M. Roby Jatmiko M. Roby Jatmiko M. Rully Sjahirul Alim M. Sufi Ali Imran MARTINI Martini Martini Martini Martini Martini Martini Maulana, Satriyo Meizar Effendi Meizar Effendi Muhamad Roby Jatmiko Muhamad Roby Jatmiko Muhammad Roby Jatmiko Nadia Ayu Nisrina, Ghina Noegroho, Andro Dewantara Nofikasari, Nofikasari Nur Aini, Farikha Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurrahmah, Wa Ode Sitti Nuruddin Mahmud Pradipta Risma Rukma Ardi Purwanto, Dedik Putri, Cut Wanda Cahya Raihan, M. Dhany Roos Kities Andadari Rusmiyatun Rusmiyatun Rusmiyatun Rusmiyatun Sekar Fitri Tengah Panuluh Shafiyah Ainur Rafi'ah Sherly Vera Ari Sabrina SITTI NURRAHMAH, WA ODE Sri Sulandjari Sri Sulistiyaningsih Sri Sulistiyaningsih Suharti Suharti , Suharti Sulistiyaningsih, Sri Suwardi Suwardi Tiara, Aldiva Qolby Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wa Ode Sitti Nurrahmah Wulandari, Nisa Amelia Yasinta, Tiurman