Effect of Social Media Marketing Activities (SMMa) and Fear of Missing Out Behavior on Purchase Intention of Hammersonic Music Concert Tickets

Proceeding ISETH (International Summit on Science, Technology, and Humanity)
2025: Proceeding ISETH (International Summit on Science, Technology, and Humanity)

Purpose: This study aims to analyze the impact of Social Media Marketing activities (customization, entertainment, trendiness, interaction) and Fear of Missing Out (FoMO) on the purchase intention of Hammersonic concert tickets.Methodology: Employing a quantitative method, data were collected from 250 active social media users of Hammersonic via online questionnaires. Structural Equation Modeling (SEM) with SmartPLS was used to test the relationships.Results: Results reveal a significant positive effect of all SMMa dimensions and FoMO on purchase intention, emphasizing the role of personalized and engaging digital marketing.Applications/Originality/Value: This research fills a gap by integrating multiple SMMa elements and psychological factors in the non-K-Pop concert context in Indonesia, contributing to both academic theory and practical marketing strategies in the entertainment industry.