Social Influence and Purchase Intentions in Food Tourism: The Interplay of Media, Store Displays, and Collectivist Culture among Indonesian Tourists

Issue AgBioForum, Volume 27, Number 1, 2025 


Viola De Yusa Doctoral Programs, Faculty of Economics and Business, University of Lampung, Indonesia.
Email: viola.d.yusa@gmail.com
Mahrinasari MS Faculty of Economics and Business, University of Lampung, Indonesia.
Email: mahrina.sari@feb.unila.ac.id
Satria Bangsawan Faculty of Economics and Business, University of Lampung, Indonesia.
Email: satria.bangsawan@feb.unila.ac.id

Abstract:

The purpose of this study was to analyze social media marketing, offline store displays, and their effects on fear of missing out (FoMO) and purchase intention. This study also analyzes the mediating role of FoMO on purchase intention and the moderating role of collectivism culture to strengthen the influence of FoMO on purchase intention. The research method was a survey conducted on 420 domestic tourists who traveled with family, friends, and groups. Tourists have three social media accounts including Facebook, Instagram, and TikTok, and tourists who have watched digital content marketing shows of food souvenir shops. The research data were analyzed using Structural Equation Modeling (SEM) and the Lisrel 8.8 program to test the influence between variables. The research findings show that social media marketing, and offline store displays affect FoMO and purchase intention. FoMO mediates offline store displays and social media marketing on purchase intention. Collectivism culture has a strengthening effect on the influence of FoMO on purchase intention. The results of this study have implications for business actors to create marketing campaigns that utilize FoMO by highlighting limited editions or trending products and considering collectivist values in their marketing strategies. The theoretical contribution of this study is the strengthening of the offline store display model, and social media marketing on purchase intentions mediated by FoMO and moderated by collectivism culture, by integrating SOR (Stimulus Organism Response Theory) and Group Efficacy Theory.

Keywords:Offline Store Display, Social Media Marketing, Fear of Missing Out (FoMO), Purchase Intention, Collectivism Culture.

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