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All Journal Jurnal Penelitian dan Pengkajian Ilmiah
Ruqyah, Miss
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Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Public Health

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Analisis Bahasa Persuasif Pemicu Fomo (Fear of Missing Out) dalam Promosi UMKM (Konteks Pasar Persaingan Sempurna) di Pasar Sentral Gorontalo Agustin, Puspita Dian; Bauna, Afra Amatullah; Adam, Alisya; Rauf, Apriyana Abd; Aprilia, Damayanti; Ntuu, Mahmud A.; Ruqyah, Miss; ‘Abid, Muhammad; Ilham, Muhammad; Malureng, Nirfa Celia; Paimin, Randy Octaviano Hermanus; Molantong, Salsabila Lutfiah; Monoarfa, Yuniar Sari
CENDEKIA : Jurnal Penelitian dan Pengkajian Ilmiah Vol. 2 No. 12 (2025): CENDEKIA : Jurnal Penelitian Dan Pengkajian Ilmiah, Desember 2025
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/cendekia.v2i12.2150

Abstract

Language plays a strategic role in economic activities particularly in promotion and marketing, through persuasive language that influences consumer interest and decisions. This study aims to analyze the use of persuasive triggering Fear of Missing Out (FOMO) in the promotion of newly opened Micro, Small, and Medium Enterprises (MSMEs). The research employs a descriptive method with a qualitative approach using observation, semi-structured interviews, and documentation, with informants selected through purposive sampling. Results indicate that persuasive language appears in direct invitations, simple information, and utterances emphasizing urgency dan scarcity, FOMO is a psychological response influenced by social factors rather than a deliberate strategy. This study suggests that persuasive language functions as a non-price promotional straregy. 
Co-Authors Adam, Alisya Agustin, Puspita Dian Aprilia, Damayanti Bauna, Afra Amatullah Malureng, Nirfa Celia Molantong, Salsabila Lutfiah Monoarfa, Yuniar Sari Muhammad Ilham Ntuu, Mahmud A. Paimin, Randy Octaviano Hermanus Rauf, Apriyana Abd ‘Abid, Muhammad