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All Journal Innovative: Journal Of Social Science Research Manis : Jurnal Manajemen dan Bisnis
Jeanete Saununu, Siska
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Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Public Health Other

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FoMO, Pemasaran Media Sosial, dan Keputusan Pembelian: Analisis Konsumen F&B di Kota Ambon Tubalawony, Jacsy; Jeanete Saununu, Siska; Reken, Feky; Tabelessy, Walter
Innovative: Journal Of Social Science Research Vol. 5 No. 3 (2025): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v5i3.19369

Abstract

Penelitian ini mengkaji pengaruh Fear of Missing Out (FoMO) dan pemasaran media sosial terhadap keputusan pembelian konsumen pada bisnis makanan dan minuman (F&B) di Kota Ambon. Latar belakang penelitian didasari oleh perubahan perilaku konsumen akibat perkembangan media sosial yang mendorong keputusan pembelian secara emosional. Tujuan studi adalah untuk mengetahui sejauh mana FoMO dan strategi pemasaran media sosial memengaruhi keputusan pembelian. Metode yang digunakan adalah pendekatan kuantitatif melalui survei dengan kuesioner, melibatkan 106 responden konsumen F&B yang dipilih secara purposive. Analisis data dilakukan menggunakan regresi linier berganda. Hasil menunjukkan bahwa FoMO dan pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian menyimpulkan bahwa kedua variabel tersebut dapat dijadikan strategi efektif untuk menarik konsumen. Implikasinya, pelaku usaha di Kota Ambon disarankan memanfaatkan pendekatan digital berbasis psikologi konsumen untuk meningkatkan daya saing.
PENGARUH FEAR OF MISSING OUT, GAYA HIDUP DAN KELOMPOK REFERENSI TERHADAP PERILAKU KONSUMTIF KULINER KEKINIAN MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS PATTIMURA AMBON Sampulawa, Hartiwi; Ayu Aisah Asnawi, Raden; Jeanete Saununu, Siska
Manis: Jurnal Manajemen dan Bisnis Vol 8 No 2 (2025): MANIS : Jurnal Manajemen dan Bisnis
Publisher : Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/manis.8.2.141-152

Abstract

The culinary world is increasingly dynamic with the emergence of new trends that attract consumers, especially the younger generation. This phenomenon has not only changed the way people view and enjoy food, but has also created new consumption patterns, especially among the younger generation, including students. This study aims to determine the effect of Fear Of Missing Out (X1), Lifestyle (X2), and Reference Group (X3) on Consumptive Behavior (Y).The population used in this study were students of the Faculty of Economics and Business, Pattimura University Ambon, with a total sample studied of 140 samples. This research is located at the Faculty of Economics and Business, Pattimura University Ambon, the sampling method used is non probability sampling using purposive sampling technique. The data analysis method uses Partial Least Square (PLS) and the data is processed using the help of SmartPLS software version 3.3.3. The results showed that Fear Of Missing Out (fomo) has a positive and significant effect on consumptive behavior, Lifestyle has a positive and significant effect on consumptive behavior, Reference Group has a positive and singnifkan effect on consumptive behavior.
Co-Authors Ayu Aisah Asnawi, Raden Reken, Feky Sampulawa, Hartiwi Tabelessy, Walter Tubalawony, Jacsy