The Effect of Social Media Marketing and Peers on Purchasing Decisions Mediated by FOMO (Fear of Missing Out): A Study of Goojodoq Portable Fans in the City of Ternate

Rahmaniar Rahmaniar (Universitas Khairun Ternate)
Sulfi Abdul Haji (Universitas Khairun Ternate)
Muhammad Rachmat (Universitas Khairun Ternate)

International Journal of Business, Law, and Education
Vol. 7 No. 1 (2026): International Journal of Business, Law, and Education

The study aims to analyse the influence of social media marketing and peer influences on Goojodoq purchasing decisions, mediated by FoMo (Fear of Missing Out). This study employs a quantitative, survey-based approach. The sample consisted of 112 respondents who are consumers of Goojodoq fan products in Ternate City, selected using purposive sampling. Data were collected through a questionnaire using a five-point Likert scale and analysed using Structural Equation Modelling–Partial Least Squares (SEM-PLS). The results showed that social media marketing and purchasing decisions have a positive and significant influence. Social media marketing and FOMO (fear of missing out) also do not exert a positive, significant influence. Peers have a positive and significant influence on purchasing decisions. Peers have a positive influence on FOMO (fear of missing out). Furthermore, FOMO and social media marketing do not positively mediate purchasing decisions, and peers do not mediate FOMO (fear of missing out) on purchasing decisions.