FAKTOR ANTESEDEN NIAT BELI ONLINE: STRATEGI PEMASARAN BERBASIS KONSUMEN FOMO

Gilberth Harlan Martogi Lumbanbatu (Maranatha Christian University)
Nonie Magdalena (Maranatha Christian University)

Creative Research Management Journal
Vol 9 No 1 (2026): June

The growing popularity of viral products has positioned consumers with high levels of Fear of Missing Out (FOMO) as a primary target of digital marketing strategies. This study examines the effects of social media marketing activities, perceived product quality, and social connectedness on the online purchase intention of FOMO-driven consumers. Data were collected from 174 Generation Z social media users with high FOMO buying power through purposive sampling. A structured questionnaire was administered via Google Forms, and the data were analyzed using multiple linear regression with SPSS 29. The findings reveal that social media marketing activities and social connectedness exert significant negative effects on the online purchase intention of FOMO-driven consumers, whereas perceived product quality has a significant positive effect on their online purchase intention.