<![CDATA[This study aims to determine the influence of User Generated Content, Fear of Missing Out, Electronic Word-of-Mouth, and Influencer Marketing on consumer purchase intention towards the Rucas brand on social media. The development of social media has changed the way consumers obtain information and make purchasing decisions, especially in the fashion industry. Rucas, as a local brand, utilizes digital marketing strategies through viral campaigns, collaborations with influencers, and user-generated content (UGC) to drive purchase intention. This study uses a quantitative approach with a survey method, where data is collected through an online questionnaire distributed to social media users aged 17–35 years who have interacted with Rucas content. The sampling technique used is purposive sampling. The number of samples in this study was 101 respondents and data analysis was conducted using multiple linear regression using SPSS. The results show that the variables FoMO, e-WOM and Influencer Marketing have a significant effect on purchase intention, while UGC has no significant effect. These findings suggest that the Rucas brand should further optimize its content strategy from influencers and strengthen messages from consumers (e-WOM) in their digital campaigns. This research also provides academic contributions in understanding consumer behavior in the digital era]]>
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