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All Journal Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal JURNAL MANAJEMEN TRANSPORTASI & LOGISTIK Warta Ardhia : Jurnal Perhubungan Udara Warta Penelitian Perhubungan Dinasti International Journal of Management Science Dinasti International Journal of Education Management and Social Science Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) Jurnal Manajemen Transportasi & Logistik (JMTRANSLOG) Studi Ilmu Manajemen dan Organisasi Journal Of World Science Jurnal Manajemen Bisnis Transportasi dan Logistik Asian Journal of Community Services (AJCS) International Journal of Advanced Multidisciplinary Jurnal Pemberdayaan Ekonomi Ranah Research : Journal of Multidisciplinary Research and Development Business, Management & Accounting Journal Jurnal Pengabdian Masyarakat dan Penelitian Terapan Warta Penelitian Perhubungan
Yosi Pahala, Yosi
STMT Trisakti
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Journal : Studi Ilmu Manajemen dan Organisasi

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Representasi Fear of Missing Out (FOMO) dalam Strategi Promosi Umrah Suryawan, Ryan Firdiansyah; Madjid, Suharto Abdul; Pahala, Yosi; Kamsariaty, Kamsariaty; Putra, Nanda Pramana
Studi Ilmu Manajemen dan Organisasi Vol. 6 No. 3 (2025): Oktober
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/simo.v6i3.4956

Abstract

Purpose: This study aims to explore the influence of Fear of Missing Out (FoMO)-based marketing strategies on Umrah consumer decision-making in the digital era. FoMO as a psychological phenomenon that develops due to the use of social media has been shown to influence consumption behavior widely, including in the context of religious travel. Methodology/approach: The approach used in this study is qualitative with a literature study method, examining relevant research results from internationally reputable journals for the last five years. Previous research has shown that FoMO correlates positively with purchase intent, especially through temporary marketing content and the role of social media influencers. Results/findings: In the context of Umrah, a promotional strategy that emphasizes quota limitations, departure times, and testimonials from previous pilgrims is able to create a perception of urgency and emotional attachment of potential consumers. This study concludes that FoMO can be an important variable in crafting marketing strategies that are more effective and relevant to today's digital Muslim generation. Conclusion: FoMO significantly shapes consumer behavior in umrah travel, where urgency-based marketing and digital content enhance purchase intention. However, its application should be sensitively aligned with spiritual values and community togetherness, not merely emotional pressure. Limitations: Limited to only variables FOMO, Marketing Strategy, Promotion, Consumer, Umrah, Qualitative Studies with the results. Contribution: The contribution of this research lies in the integration of digital psychology perspectives, religious consumer behaviuor, and ethical marketing strategies, as well as providing direction for further research and practical implications for the Umrah travel service industry players.
Co-Authors Aang Gunawan, Aang Adi, Erman Noor Agus Setiawan Agusinta, Lira Alfarizi Nasution, Nursery Ardhina, Dila ASEP SUPARMAN Dewi Nursaningrum, Dewi Dewi Nusraningrum, Dewi Dian Octaviani, Reni Edhie Budi Setiawan, Edhie Budi Edwin Lermatan, Esternilus ENDRI ENDRI Euis Saribanon, Euis Fachrial, Peppy Fauzia, Elfa febriyanti febriyanti Gasing, Umar Gatot Cahyo Sudewo Handayani, Sri Hariri, Muhammad Haryanto, Anung Hasurungan Silalahi, Martogi Hendro Kuntohadi, Hendro Husainah, Nazifah Imam Sonny, Imam Immanuel, Leonard Indra Setiawan irwan chairudin, irwan Juliater Simamarta Kadarisman, Muh Kamsariaty, Kamsariaty Karnawi Kamar, Karnawi Lasse, D.A Lasse, D.A. Latuconsina, Abdul Samad Liana, Esti M, Dwi Priyanto Madjid, Suharto Abdul Muhammad Thamrin Musliha, Fadlia Mustika Sari, Mustika Mustikasari Mustikasari Nugraha, Setiya Nur Aryanzah, Dany Nurhidayati, Ninin Nursery Alfaridi S Nasution Octaviani, Reni Dian Octoriviano, Fajar Adhitia Perwitasari, Erni Pratiwi Pramana Putra, Nanda Prasadja Ricardianto, Prasadja Prihassyaira, Aditiya Dwi Primadi Candra Susanto Purwoko, Harry Rachmi, Irsafanti Rafi, Salahudin Rasidi, Fazar Iman Reynold, Binsar RR. Ella Evrita Hestiandari Sandriana Marina Saputra, Datep Purwa Setia Kurniawan, Jermanto Setiawan, Ferdy Trisanto Siahaan, L.Denny Sidjabat, Sonya Sijabat, Eduard Alfian Syamsya Sitanggang, Rohana Siti Maemunah Sodikin, Alit Subehana, Subehana Sugiyanto - Suharto Abdul Majid Sumardi . suryawan, ryan firdiansyah Suseno, Effan Dwi Thamrin Thamrin Untung, Sri VERONICA VERONICA Wibawanti, Andjar Budi Wuryantari, Oktima Yana Tatiana, Yana Yasin, Robiha Yuliantini Yuliantini Zaenal Abidin Zakaria, Maman