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All Journal IPSSJ Ekopedia: Jurnal Ilmiah Ekonomi
Kuntoro, Cahyo Dwi
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Public Health Social Sciences

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FENOMENA  FOMO DALAM PEMBELIAN PRODUK FOOD AND BEVERAGES DI SOSIAL MEDIA Kuntoro, Cahyo Dwi; Rosid, Pajar Abdul; Saufi, Rizalul; Hidayat, Edi Taopik; Putri, Karina Permana; Aziz, Zhafira Ayu Izzati
Integrative Perspectives of Social and Science Journal Vol. 2 No. 03 Juli (2025): Integrative Perspectives of Social and Science Journal
Publisher : PT Wahana Global Education

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Abstract

Fenomena Fear of Missing Out (FOMO) telah menjadi faktor psikologis penting dalam perilaku konsumtif masyarakat, terutama di era media sosial saat ini. Penelitian kami ini bertujuan untuk menguji pengaruh FOMO terhadap impuls pembelian produk Food and Beverages (FnB) di media sosial menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survei online yang ditayangkan melalui enam (Igs) Instagram Story  atau bisa di sebut juga setatus Instagram  dengan total 1.410 views dan 219 voters, menghasilkan tingkat partisipasi sebesar 15,5%. Analisis dilakukan melalui uji deskriptif dan regresi linier sederhana untuk mengukur hubungan antara variabel FOMO dan impuls pembelian. Hasil penelitian menunjukkan bahwa FOMO memiliki pengaruh positif terhadap impuls pembelian produk FnB di media sosial. Penelitian ini memberikan implikasi teoritis terkait perilaku konsumen digital dan kontribusi praktis bagi pelaku usaha FnB dalam merancang strategi pemasaran berbasis media sosial.
Analisis Kualitatif Transformasi Strategi Pemasaran UMKM Melalui Pemanfaatan Generative AI Video pada Produk Parfum Kuntoro, Cahyo Dwi; Kifayah, Muhammad Naufal; Fadilah, Ridha Tasya
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/e8ba7k29

Abstract

This research aims to analyze the transformation of marketing strategies in perfume MSMEs through the utilization of Generative AI Video technology. Amidst intense competition in the creative industry, MSMEs face significant challenges related to the high cost of professional visual content production. Using a descriptive qualitative approach, this study explores how tools shift from manual video production to the use of text-to-video based artificial intelligence. Data were collected through in-depth interviews with perfume MSME owners who have adopted AI technology in their promotional activities. The results indicate that the utilization of Generative AI Video significantly transforms marketing strategies in three main aspects: production cost efficiency, content distribution speed, and the ability to visualize scents more imaginatively. This technology allows MSMEs to create aesthetic visual narratives without physical resource constraints, thereby enhancing brand competitiveness on digital platforms. This study concludes that AI adaptation is not merely an efficiency tool, but a catalyst for creativity that changes how MSMEs build brand identity visually.
Co-Authors Aziz, Zhafira Ayu Izzati Fadilah, Ridha Tasya Hidayat, Edi Taopik Kifayah, Muhammad Naufal Putri, Karina Permana Rosid, Pajar Abdul Saufi, Rizalul