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All Journal Eduvest - Journal of Universal Studies
Anugrah Sirait, Victor
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Aerospace Engineering Computer Science & IT Health Professions Neuroscience Social Sciences

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The Influence of Influencer Marketing and Content Marketing on Rucas. Co Purchasing Decisions: The Mediating Role of Customer Engagement and Moderating Role of Fomo (A Study of Generation Z) Anugrah Sirait, Victor; Purwati, Yenny
Eduvest - Journal of Universal Studies Vol. 6 No. 2 (2026): Eduvest - Journal of Universal Studies
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/eduvest.v6i2.52156

Abstract

This study aims to analyze the influence of influencer marketing and content marketing on purchase decisions for Rucas.co, with customer engagement as a mediating variable and fear of missing out (FOMO) as a moderating variable. A quantitative approach was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with a sample of 300 Generation Z respondents in Indonesia. The findings reveal that influencer marketing has a positive and significant effect on purchase decisions, whereas content marketing has a positive but insignificant effect. Furthermore, customer engagement is proven to mediate the relationship between influencer marketing, content marketing, and purchase decisions. In addition, FOMO moderates the relationship between influencer marketing and purchase decisions but does not moderate the relationship between content marketing and purchase decisions. These results suggest that companies, particularly fashion brands such as Rucas.co, should prioritize credible influencer marketing strategies and relevant content to strengthen customer engagement and ultimately drive purchase decisions.
Co-Authors Yenny Purwati