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All Journal Brilliant International Journal of Management and Tourism
Gusti Ayu Putu Darmayanti
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Economics, Econometrics & Finance

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The Phenomenon of FOMO as Consumptive Behavior of Generation Z in Purchasing Traditional Food (Case Study of Lawar Macho Rena) Ida Ayu Elistyawati; I Gusti Ayu Ratna Pramesti Dasih; Gusti Ayu Putu Darmayanti
Brilliant International Journal Of Management And Tourism Vol. 5 No. 2 (2025): June : Brilliant International Journal Of Management And Tourism
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/bijmt.v5i2.4506

Abstract

Fear of Missing Out (FoMO), or the fear of missing out on new information or trends that emerge, is one of the phenomena that emerge as a result of the influence of social media. In terms of food, FoMO makes Generation Z want to try viral foods so as not to be considered out of date. This case study uses a qualitative method with a phenomenological approach, using observation and interviews. A qualitative method with a phenomenological approach was used to collect and interview ten Gen Z informants. The results showed that Generation Z's social media content encouraged 85% of respondents to try or follow trends on social media. However, this study found that it was not only Generation Z's social media content that created a desire to try or follow trends on social media; among them, Hedden influenced Gen Z's interest in buying traditional food by 60%, unique or ancient names influenced Gen Z's interest by 70%, and traditional food stalls that were legendary influenced Gen Z's interest by 75%. Generation Z believes that legend food is delicious because it still exists today.
Co-Authors I Gusti Ayu Ratna Pramesti Dasih Ida Ayu Elistyawati