Dian Septiana Doctoral Programs, Faculty of Economics and Business, University of Lampung
Email: mahrina.sari@feb.unila.ac.id
Mahrinasari MS Faculty of Economics and Business, University of Lampung
Email: mahrina.sari@feb.unila.ac.id
Satria Bangsawan Faculty of Economics and Business, University of Lampung
Email: mahrina.sari@feb.unila.ac.id

Abstract:

This research aims to analyse the Fear of Missing out (FOMO) behaviour among Indonesian consumers in relation to Food and Beverage offerings from Micro, Small, and Medium Enterprises (MSMEs). The study focuses on various dimensions of Social Media Marketing (SMM), specifically Entertainment, Interaction, Trend, Customization, and Electronic Word of Mouth (e-WOM). Additionally, the research explores the moderating role of influencers and the mediating role of FOMO. To achieve these objectives, a quantitative research design was implemented, which involved distributing questionnaires and conducting interviews with a sample of 470 respondents who have engaged with Social Media Marketing, particularly through TikTok. The data analysis was performed using Structural Equation Modelling (SEM) with the statistical software LISREL 8.8. The findings indicate that the dimensions of SMM Entertainment, Interaction, Trend, Customization, and e-WOM significantly and positively influence FOMO. Furthermore, FOMO itself exerts a significant positive impact on Purchase Intention (PI). Notably, e-WOM emerged as the dimension of SMM with the most substantial effect on both FOMO and PI. Additionally, FOMO serves as a significant positive mediator between the SMM dimensions and PI. The study also reveals that the presence of influencers positively moderates the relationship between SMM dimensions and FOMO; an increase in influencer engagement correlates with a heightened FOMO response, which, in turn, enhances Purchase Intention. The theoretical contribution of this research lies in its extension of the Stimulus-Organism-Response (SOR) Theory, integrating it with Social Influence Theory to construct a model of FOMO behaviour moderated by influencers.

Keywords:FOMO, SMM, e-WOM, PI.