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All Journal Jurnal Manajemen Priviet Social Sciences Journal
Surabi, Nur Fadilah
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Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences

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THE EFFECT OF FEAR OF MISSING OUT (FOMO) AND ELECTRONIC WORD OF MOUTH (EWOM) ON PURCHASE INTENTION WITH BRAND IMAGE AS AN INTERVERNING VARIABLE AT GACOAN RESTAURANTS IN EAST KALIMANTAN Surabi, Nur Fadilah; Fani, Julyia; Amanda, Zelmira; Rahmat, Rahmat; Margan, Choky; Rahmawati, Rahmawati
Jurnal Manajemen Vol 13 No 1 (2025): Jurnal Manajemen
Publisher : Program Studi Manajemen Fakultas Ekonomi Universitas Palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36546/jm.v13i1.1495

Abstract

This study aims to analyze the influence of Fear of Missing Out (FoMO) and Electronic Word of Mouth (EWoM) on consumer purchase intention with brand image as an intervening variable. The research was conducted on consumers of Gacoan Restaurant in East Kalimantan, involving 385 respondents selected through the Accidental Sampling technique. Data were collected using a Likert-scale questionnaire and analyzed using the SEM-PLS method. The results indicate that EWoM has a positive and significant effect on brand image and purchase intention, both directly and through the mediation of brand image. In contrast, FoMO shows a positive but not significant influence on brand image and purchase intention. These findings highlight the crucial role of EWoM in building a strong brand image to enhance consumer purchase intention. This study contributes to the digital marketing literature and can serve as a guide for restaurant managers in designing effective promotional strategies.
Consumer engagement dynamics: The role of social media marketing in building brand awareness and purchase intention among UMKM Bachiro Surabi, Nur Fadilah; Hidayah, Nurul; Fani, Julyia; Mahardika, Kalam; Yuliana, Yuliana; Rahmawati, Rahmawati
Priviet Social Sciences Journal Vol. 5 No. 12 (2025): December 2025
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v5i12.1076

Abstract

This study aims to analyze the extent to which social media marketing strategies influence brand awareness and consumers’ desire to purchase products from Bachiro MSMEs, with consumer involvement as a mediating variable. The approach used is quantitative, analyzing data using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software. There were 110 respondents, all of whom were active social media users who had interacted (liked, commented, shared, etc.) with Bachiro SME content.The results of the analysis prove that social media marketing activities have a positive and significant impact on consumer engagement, brand awareness, and purchase intention. Consumer engagement has a significant effect on brand awareness and purchase intention and functions as a bridge that strengthens the relationship between social media marketing and these two aspects.
Co-Authors Amanda, Zelmira Fani, Julyia Mahardika, Kalam Margan, Choky NURUL HIDAYAH Rahmat Rahmat Rahmawati, Rahmawati Yuliana Yuliana