Fear of Missing Out (FOMO) as Mediating Factor Between Social Engagement and Influencer Marketing on Smartphone Purchase Decision in Indonesia
DOI:
https://doi.org/10.33005/mebis.v11i1.771Keywords:
Fear of Missing Out (FOMO), Influencer Marketing, Social Engagement, Purchase DesisionAbstract
This study examines the impact of FOMO as a mediating factor between influencer marketing and social engagement on Indonesian consumers' decisions to buy smartphones with advanced features. The primary goal of this study is to clarify how digital marketing stimuli affect consumers’ decisions to buy high-involvement products in a highly competitive marketplace. Using a quantitative method, information was gathered from 100 Indonesian social media users—mostly Gen Z and students—through an online survey. To evaluate the suggested hypotheses, the data were examined utilizing partial least squares structural equation modeling (PLS-SEM). These findings imply that purchasing decisions are profoundly and significantly affected by both FOMO and influencer marketing. Nonetheless, there is a minimal observable direct effect from social engagement. The findings indicate that FOMO acts as a significant mediator between influencer marketing and social engagement. This illustrates that FOMO is the primary psychological mechanism that transforms online social interactions into actual purchasing activities.
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