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All Journal EKONOMIS : Journal of Economics and Business AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Henni, Carmel Novella
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Optimizing Marketing Strategy by Predicting Fear of Missing Out: Machine Learning Approach Henni, Carmel Novella; Samidi, Samidi
Ekonomis: Journal of Economics and Business Vol 9, No 1 (2025): Maret
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v9i1.2326

Abstract

Fear of Missing Out (FoMO) is one of the most popular concepts recently due to the ease of access to social media. This concept surprisingly contributed significantly to purchase intentions and customer decision-making. Thus, this study aimed to classify FoMO classes based on the factors that influence them. The data in this study was analyzed using a machine learning predictive classification model, Naïve Bayes, utilizing RapidMiner. Based on these research findings, gender and educational level had almost no influence, age group had a weak influence, daily social media use duration and peer comparison had a moderate influence, and the most used social media platform had a strong influence on FoMO. Accordingly, it was found that individuals ranging from 36 to 45 years old, with longer durations of daily social media use and moderate peer comparison frequency, using TikTok and Facebook as platforms, are more likely to be classified within a group experiencing FoMO. These findings differed from other studies, as no other study discussed the factors of FoMO feelings from a holistic view, and there was a lack of studies utilizing machine learning. By understanding this concept, marketers could gain a better view of how to categorize the FoMO feelings of their customers and use this knowledge to develop effective digital marketing strategy that could enhance customer purchase intention.
Pengaruh Emotional Marketing pada Iklan Online terhadap Purchase Intention melalui Brand Awareness (Studi Kasus: Marketplace Shopee Indonesia) Henni, Carmel Novella; Sondari, Mery Citra
AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis Vol. 4 No. 3 (2024): AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis
Publisher : Perhimpunan Sarjana Ekonomi dan Bisnis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37481/jmeb.v4i3.958

Abstract

Digitalization has given Indonesia the opportunity to become the sixth country with the largest number of start-ups in the world. However, only 10% of start-ups survive in Indonesia due to failed marketing. Therefore, this research is presented to analyze emotional marketing as a marketing strategy that can be considered to overcome this problem, where emotions are believed by many experts to be the trigger for 95% of purchase intentions in the Indonesian e-commerce industry. The data collected came from 233 samples who had seen Shopee advertisements, which were then processed using PLS SEM with Smartpls 4.0 software. Based on this research, it was found that emotional marketing has a significant effect on purchase intention, emotional marketing has a significant effect on brand awareness, brand awareness has a significant effect on purchase intention, and emotional marketing has a significant effect on purchase intention through brand awareness. This research contributes to updating knowledge related to emotional marketing in the Indonesian e-commerce industry and can be used by start-ups in their efforts to implement emotional marketing strategies in their marketing activities.
Co-Authors Mery Citra Sondari Popy Rufaidah Samidi Samidi, Samidi