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THE EFFECT OF FEAR OF MISSING OUT (FOMO) AS AN INDICATOR OF VIRAL PRODUCT PURCHASE DECISIONS BY HEDONICALLY ORIENTED STUDENTS Shally Ruth Yuliana Manik; Hadijah Zoya; Amelia Situmorang; Tria Anggina; Rafael Krismahendra Panjaitan; Andi Taufiq Umar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 6 (2025): MAY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i6.762

Abstract

This study aims to examine the influence of Fear of Missing Out (FOMO) and hedonic orientation on the purchasing decisions of viral products among college students. The main issue raised is how the psychosocial dynamics of college students in the digital era affect impulsive consumption patterns, especially when exposed to viral trends on social media. This study uses a quantitative explanatory approach with a questionnaire survey method supported by literature studies. The research sample consists of active social media students who have purchased viral products. The results of the study show that both FOMO and hedonic orientation have a significant simultaneous influence on purchasing decisions of viral products, with hedonic orientation having a greater influence than FOMO. This finding is different from several previous studies that highlight the dominance of FOMO. This study confirms that college students' consumption motivation is more influenced by the search for pleasure and emotional satisfaction than simply anxiety about being left behind. The implication of these results is the need for a digital marketing strategy that emphasizes the emotional experience aspect, as well as the development of rational consumption literacy for the younger generation amidst the ever-growing flow of viral trends.
Co-Authors Adi Susanto Hasibuan Aditya Aditya Agnes Avenia Br Barus Aidil Khuzairi Rangkuti Aisyah , Siti Alfha Alzahro Amanda Gledis Br Ginting Amanda Lestari Amelia Amelia Amelia Situmorang Ananda Meylanie Putri Andhara, Adelia Andriani, Cindy Angela Anggraini Anggraini, Angela Anju Cristina Annisa, Najibah Arka Azizsyah Barri Ashari, Ade Ainun Aulia, Sabrina Erisa Ayu, Diana Puspita bangun, Belliyani Br Barus, Febriana Krisdayanti Choms Gary Ganda Tua Sibarani Christella Miranda Josephine Simbolon Christin Vinalia Purba Cindi Anjuani Gultom Cristina, Anju Daeli, Marianti Damanik, Aksa Salsabila Danny Ajar Baskoro Deliana, Marlina Della Aulia Br. Ginting Dwi Susanti Elise Putriku, Aurora Elsadai Ria Veronika Situmorang Emil Rudi Gultom Enjel Elfrida Purba Erni Susilawati Purba Esyha Nur Azizah Fauzar, Muhammad Feby Sidabutar Fitri Novi Yanti Munthe Fitri Yona Simatupang Furqan Young Girsang, Dina Mariana Girsang, Fani Magdalena Grace Simanjuntak Gultom, Rosianna Dorepa Hadijah Zoya Hanum, Hanifah Harahap, Rini Khairani Hasibuan, Adi Susanto Hayani Hayani Intan Jamilah Ira Ramadhani Irma Chintia Simbolon Ivan Siahaan Jabal Ahsan Jacob Kuntuy Jara Fajira Jayantika, Jayantika Jelita Maria Christine Josua Adrio Sihombing Jumay Eferta Tarigan Kannia Az Zahra Karina Zahra Kemala Dewi Lubis, Putri Kevin Andre Sipahutar Khairiah Kiki Pramana Kioko Tamba Kristin Margaretha Simarmata Lasroha Limpaulus Purba Lastri Octaviani Girsang Leonardo Siahaan Lestari, Marwah Lizu Sitanggang, Twin Lubis, Yulianti Lubis, Yusrina Arfah Lubis, Zahrani Nur Latifah Lucky Satria Pratama Lumban Batu, Siska Lumbansiantar, Krisna S Lusyana Karolina Sidebang M, Nur Hudayah Malvira Pohan Manik, Pero Saputra Mardiana, St Mardiyah Mardiyah Martha Yohana Mas, Khairunnisa Umi Al Meiriza, Mica Siar Monika Flora Manik Munte, Gey Des Four Nabilla, Filzah Nadela, Febri Valerin Nasrullah Hidayat, Nasrullah Nasution, Julia Ningsih Nasution, Putri Rahmadani Nasution, Selviana Nasywa Raihan Cholil Akbar Nazwa Alifia Irsyah Putri Nilam Artika Sari Nur Adawiyah Harahap Nur Haliza Nuraini, Nadia Khansa Nurul Khoirunnisa Octavianty Sihombing Padang, Nova Romadiah Pane, Putri Marito Panjaitan, Dahlya Perangin-Angin, Emia Pitri Aulia Usman Lubis Poluan, Nadia Amelia Primawati Sinaga Putri Nanda Gracela Putri, Anggi Emalia Putri, Yusi Ayu Dia Putriku, Aurora Elise Rafael Krismahendra Panjaitan Ramadhan , Malik Ramadhani, Nur Rambe, Hafijah Arini Rani Selfia Sipayung Refi Adiyaksa Harahap Rejosu Vanhot Sianturi Revita Yuni, Revita Rey Mora Pandia Ridho, Ainur Riris Hotma Roito Manalu Ritonga, Gracia Ananda Levi Roberto Evanbert Ginting Rossy Pratiwy Sihombing Rowinna Siburian Sagala, Deslia Ningsih Saragih, Nara Pangihutan Saragih, Putri Damayanti Sari M.J. Silaban, Putri Sartika, May Sayidah Latifah Hanum Sayyidina Sayyidina Sernanda Putri Darma Setiawan, Anugrah Shally Ruth Yuliana Manik Sheryl Valencia Pangaribuan Siagian, Rezeky Tua Sianturi, Daud Frandes Sibarani, Choms Gary Ganda Tua Siburian, Marshanda Siburian, Rowinna Siburian, Yulia H Silaban, Dhea Yurike Silaban, Putri Sari M.J. Silalahi, Yudi Putra Pratama Silvia Annur Hasibuan Simamora, Dea Riskyalina Simamora, Indi Paska Simamora, Kevin Lejon Simamora, Septy Idola Simanjuntak, Aurelia Christabel Simanjuntak, Lola Vitaloka Simanungkalit, Junika Simbolon, Putri Alechia Simeon Adrian Simatupang Sinaga, Depita Siti Mardiah, Siti Sitinjak, Akase Sitinjak, Prischilla Sitohang, Astrid Yemima Br Sitohang, Mizael Demak Sovia Elphani Simarmata Suharianto , Joko Suhendra Suhendra Sumila Sumila Suprayogi Panjaitan Tamba, Kioko Thamrin Thamrin Tioma Theresia Tampubolon Tria Anggina Vailimlim Simamora Veny Tarigan Vernandito Pasaribu Vini Vizi Br Ginting Viory Salsabila Vira Purba Widya Febriyanti Yehezkiel Exaudi Banjarnahor Yesica Gloria Naibaho Zahara, Dwi Atika Zahra, Diana