Faktor dan Efek Jangka Panjang Fomo Terhadap Pembelian Ulang Konsumen (Studi Kasus Tren Mie Gacoan di Media Sosial Tiktok)
DOI:
https://doi.org/10.62710/ye45j517Keywords:
Social Media Influencer ; Social Media Engagement ; Electronic Word of Mouth (eWOM) ; Fear of Missing Out (FoMO) ; Repurchase Intention ; TikTok ; Mie GacoanAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor digital seperti social media influencer, social media engagement, dan electronic word of mouth (eWOM) terhadap fear of missing out (FoMO), serta dampak FoMO terhadap niat pembelian ulang konsumen dalam konteks tren Mie Gacoan di media sosial TikTok. Fenomena FoMO kini menjadi salah satu faktor psikologis yang memengaruhi perilaku konsumen, terutama dalam mengambil keputusan pembelian produk yang sedang populer di media sosial. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei dan teknik analisis structural equation modeling (SEM) yang didukung oleh 250 responden di wilayah DKI Jakarta. Hasil penelitian menunjukan bahwa social media influencer, social media engagement, dan eWOM berpengaruh positif terhadap repurchase intention. Temuan ini mengindikasikan bawha FoMO tidak hanya berdampak sesaat, tetapi juga dapat menciptakan efek jangka panjang terhadap loyalitas konsumen. Implikasi praktis dari penelitian ini adalah pentingnya pemanfaatan strategi pemasaran berbasis psikologis konsumen dalam membentuk dan mempertahankan perilaku pembelian ulang.
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Copyright (c) 2025 Muhammad Arifin Ridwan, Usep Suhud, Adnan Kasofi (Author)
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