<![CDATA[This study aims to examine the influence of viral marketing and Fear of Missing Out (FOMO) on purchase intention, with brand image serving as a mediating variable among consumers of Gigi Susu Canggu. This study employed a quantitative approach involving 160 respondents selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The results indicate that viral marketing has no significant effect on purchase intention, whereas FOMO and brand image have a positive and significant effect on purchase intention. Furthermore, viral marketing has a positive and significant effect on brand image, while FOMO has no significant effect on brand image. Brand image fully mediates the relationship between viral marketing and purchase intention but does not mediate the relationship between FOMO and purchase intention. Overall, the findings reveal that consumer’s purchase intention toward Gigi Susu Canggu is formed through two different processes: through the development of brand image in the relationship between viral marketing and purchase intention, and directly through the psychological influence of FOMO. The findings of this study are expected to provide practical insights for businesses in the food and beverage industry in developing marketing strategies that focus not only on creating viral content but also on building a positive brand image.]]>
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