FoMO, Pemasaran Media Sosial, dan Keputusan Pembelian: Analisis Konsumen F&B di Kota Ambon

Jacsy Tubalawony; Siska Jeanete Saununu; Feky Reken; Walter Tabelessy

doi:10.31004/innovative.v5i3.19369

Authors

Jacsy Tubalawony Universitas Pattimura
Siska Jeanete Saununu Universitas Pattimura
Feky Reken Universitas Pattimura
Walter Tabelessy Universitas Pattimura

DOI:

https://doi.org/10.31004/innovative.v5i3.19369

Keywords:

Fear of Missing Out (FoMO), Pemasaran Media Sosial, Keputusan Pembelian, Konsumen F&B

Abstract

Penelitian ini mengkaji pengaruh Fear of Missing Out (FoMO) dan pemasaran media sosial terhadap keputusan pembelian konsumen pada bisnis makanan dan minuman (F&B) di Kota Ambon. Latar belakang penelitian didasari oleh perubahan perilaku konsumen akibat perkembangan media sosial yang mendorong keputusan pembelian secara emosional. Tujuan studi adalah untuk mengetahui sejauh mana FoMO dan strategi pemasaran media sosial memengaruhi keputusan pembelian. Metode yang digunakan adalah pendekatan kuantitatif melalui survei dengan kuesioner, melibatkan 106 responden konsumen F&B yang dipilih secara purposive. Analisis data dilakukan menggunakan regresi linier berganda. Hasil menunjukkan bahwa FoMO dan pemasaran media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian. Penelitian menyimpulkan bahwa kedua variabel tersebut dapat dijadikan strategi efektif untuk menarik konsumen. Implikasinya, pelaku usaha di Kota Ambon disarankan memanfaatkan pendekatan digital berbasis psikologi konsumen untuk meningkatkan daya saing.

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