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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 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 Alim, Mucahmmad Rully Sjahirul Amelia Amrudin Mahfud Jumai Any Setyarini Ariyanto, Ahmad As'ari, Fajar Husain 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 Endah Ratnasari Fatmawati, Azzahra Felda, Elina Haqq, Zulkifli Nurul Hari Murti Mahatma Putra Hayati, Michelle Zuhrotul Ilham Yusuf, Ilham ISMANTO, FIDERIUS Isna, Nova Jatmiko, M Roby Jatmiko, M.Roby Jumai Jumai, Jumai Kukuh Mulyanto Kukuh Mulyanto Lelani, Siska M. Roby Jatmiko MARTINI Martini Martini Maulana, Satriyo Muhamad Roby Jatmiko Muhamad Roby Jatmiko Nadia Ayu Nisrina, Ghina Noegroho, Andro Dewantara Nofikasari, Nofikasari Nur Aini, Farikha Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurhayati Nurrahmah, Wa Ode Sitti Pradipta Risma Rukma Ardi Purwanto, Dedik Putri, Cut Wanda Cahya Raihan, M. Dhany Roos Kities Andadari Rusmiyatun Rusmiyatun Sekar Fitri Tengah Panuluh Shafiyah Ainur Rafi'ah Sherly Vera Ari Sabrina SITTI NURRAHMAH, WA ODE Sri Sulandjari Suharti Suharti , Suharti Sulistiyaningsih, Sri Suwardi Suwardi Wa Ode Sitti Nurrahmah Wulandari, Nisa Amelia Yasinta, Tiurman