Fear of Missing Out as Intervening in Digital Marketing and Brand Image to Purchase Decision
Abstract
This research is based on digital marketing strategies related to the creation of brand image as a result of the development of the internet and digital technology, especially in social media. This condition creates psychological problems in the formation of fear of missing out (FoMO) which causes changes in online product purchasing behaviour. This study aims to determine and analyse the effect of digital marketing and brand image on purchasing decisions mediated by fear of missing out on Shopee e-commerce users who live in the Jabodetabek area. The data collection technique was carried out through a g-form questionnaire to 160 Shopee e-commerce user respondents. The data analysis technique used is partial least square (SEM-PLS) structural equation model analysis using SmartPLS 4.1.0. The results concluded that Digital marketing has no effect on purchasing decisions, but has a positive and significant effect on fear of missing out. Brand Image has a positive and significant influence on purchasing decisions and fear of missing out. Fear of missing out has a positive and significant effect on purchasing decisions. Fear of missing out can mediate the effect of digital marketing and brand image on purchasing decisions.
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Published
2025-01-02
How to Cite
Sampurno, D. hamiarso aji, Yahya, A., Purnamasari, P., & Wulandari, A. (2025). Fear of Missing Out as Intervening in Digital Marketing and Brand Image to Purchase Decision. KENTAL : Jurnal Kewirausahaan Dan Bisnis Digital, 1(1), 38-56. Retrieved from https://journal.lppmpelitabangsa.id/index.php/kental/article/view/1898
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