Social Media Marketing and Social Influence on Purchase Intention: The Mediating Effect of Fear of Missing Out Among Mie Gacoan Consumers
DOI:
https://doi.org/10.35870/ijmsit.v6i2.7985Keywords:
Purchase Intention, Social Media Marketing, Social Influence, FoMO, Consumer BehaviourAbstract
The fear of missing out (FoMO) is taken into consideration as a mediating element in this study, which examines how purchase intentions are impacted by social media marketing and social influence of Generation Z customers of Mie Gacoan. 150 participants were determined using purposive sampling from an online survey conducted as part of a quantitative technique utilizing Google Forms. Partial Least Squares Structural Equation Modeling with SmartPLS 4 software was used to analyze the dataset after constructs were evaluated using a five-point Likert scale, therby emphasizing the innovative methodological approach applied in this study The findings demonstrate that social media marketing and social influence have a significant and positive impact on both FoMO and purchase intention. Furthermore, FoMO strengthens the relationship between these two factors and purchase intention by serving as a critical mediator in consumer decision-making. By demonstrating the mediating role of FoMO, these findings reinforce the theoretical viewpoint on digital consumer behavior and offer Mie Gacoan and similar food businesses useful insights for creating more effective and long-lasting social media marketing strategies. In addition, by situating the study within the rapidly growing food industry exemplified by Mie Gacoan, the research underscores its contemporary relevance and practical significance.
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