PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL INTERVENING

Fitri Wasilatul Fadilah, Retna Ngesti Sedyati, Riyanto - Efendi, Prima Ratna Sari

Abstract


This study aims to examine the effect of viral marketing on purchase decisions for O TWO O products on Shopee, with FOMO serving as an intervening variable. This research employed a quantitative approach with an explanatory research design based on the Stimulus–Organism–Response (S-O-R) Theory. Population study is consumers who had purchased O TWO O products through Shopee, with a sample of 130 female respondents aged 17 years and above selected using purposive sampling. The findings indicate that viral marketing has a positive and significant effect on FOMO, FOMO has a positive and significant effect on purchase decisions, and FOMO significantly mediates the relationship between viral marketing and purchase decisions. This study has several limitations, including its focus on female consumers in Jember Regency, the use of self-reported questionnaire data that may introduce subjective bias, and the examination of only viral marketing and FOMO without considering other factors that may influence purchase decisions. The findings suggest that viral marketing strategies capable of increasing consumers' FOMO can encourage purchase decisions on e-commerce platforms.


Keywords


Fear Of Missing Out; Purchasing Decisions; Viral Marketing.

Full Text:

PDF

References


Ahadiyah, F. N. (2024). Perkembangan Teknologi Infomasi Terhadap Peningkatan Bisnis Online. INTERDISIPLIN: Journal of Qualitative and Quantitative Research, 1(1), 41-49.

Aisah, N., & Permana, B. (2023). Pengaruh viral marketing dan kualitas produk terhadap keputusan pembelian skincare Camille Beauty. Jurnal Pendidikan Ekonomi (JURKAMI), 8(3), 594-605.

ALFARISAH, A. (2025). PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN MEDIASI FOMO (FEAR OF MISSING OUT) PADA KONSUMEN TIKTOKSHOP DI KOTA KENDARI.

Astuti, M. P., & Rahardjo, S. (2024). Pengaruh Viral Marketing terhadap Purchase Decision Generasi Z pada Skincare di TikTok yang Dimediasi oleh Fear of Missing Out. Jurnal Ekonomi Manajemen (JEKMa), 5(1), 85–98.

Az-Zahra, K. N., & Faiz, M. A. (2024). Pengaruh Marketing 5.0 Dan Fomo (Fear Of Missing Out) Terhadap Keputusan Pembelian Produk Kosmetik Di Kalangan Gen Z: Studi Pada Mahasiswa Politeknik Negeri Bandung. IKRAITH-EKONOMIKA, 7(3), 345-355.

Badan Pusat Statistik. (2023). Persentase penduduk yang mengakses internet menurut tujuan penggunaan [Tabel Statistik]. Diakses dari https://jakarta.bps.go.id/id/statistics-table/2/MTEwMSMy/persentase- penduduk-yang-mengakses-

Databoks. (2025, 21 Juli). 10 merek make up terlaris di Shopee Indonesia pada Q1 2025. Katadata.co.id. Diakses dari https://databoks.katadata.co.id/produk-konsumen/statistik/687d9d8d37dd6/10-merek-make-up-primer-terlaris-di-shopee-indonesia-pada-q1-2025

Dewi, I. A. S. A., & Martini, I. A. O. (2025). From Social Media to Checkout: The FoMO Phenomenon in Indonesia's Beauty Sector. JBTI: Jurnal Bisnis: Teori dan Implementasi, 16(1), 69-89.

El-Haq, S. N., & Nurtjahjani, F. (2023). Pengaruh Viral Marketing Dan Brand Awareness Terhadap Keputusan Pembelian Pada Produk Somethinc Di Tiktok Shop. Jurnal Aplikasi Bisnis, 9(1), 20-25.

Ghozali, I., & Latan, H. (2014). Partial least squares: Konsep, metode dan aplikasi menggunakan program WarpPLS 4.0 (Edisi ke-2). Badan Penerbit Universitas Diponegoro. ISBN: 978-602-097-229-9.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.

Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of marketing, 75(6), 55-71.

Ilyas, G. B., Rahmi, S., Tamsah, H., & Yusriadi, Y. (2022). Does fear of missing out give satisfaction in purchasing based on social media content?. International Journal of Data & Network Science, 6(2).

Insignia Indonesia. (2024). O TWO O menjadi brand base/primer teratas di e-commerce 2024 – O TWO O berhasil memperolah posisi puncak penjualan. Instagram. https://www.instagram.com/insignia.indonesia

Jackob, N., & Hueß, C. (2015). Communication and Persuasion: von Carl I. Hovland, Irving L. Janis und Harold H. Kelley (1953). In Schlüsselwerke der Medienwirkungsforschung (pp. 49-60). Wiesbaden: Springer Fachmedien Wiesbaden.

Katadata. (2025, 26 Juni). Transaksi Shopee diramal Rp 1.088 triliun, juara se-Asia Tenggara. Diakses dari https://katadata.co.id/digital/e-commerce/685c1b0a1a522/transaksi-shopee-diramal-rp-1088-triliun-juara-se-asia-tenggara

Kotler, P., & Armstrong, G. (2016). Principles of Marketing, 16/e. Pearson education limited.

Rossa Khasanah & Ida Maftukhah (2025) — Pengaruh Viral Marketing dan Influencer Marketing terhadap Purchase Decision melalui FoMO sebagai Variabel Intervening pada Konsumen Scarlett Whitening Kota Semarang. UNNES Business Quarterly, Vol. 1 No. 2 (2025).

Mehrabian, A., & Russell, J. A. (1974). The basic emotional impact of environments. Perceptual and motor skills, 38(1), 283-301.

Memon, M. A., Ting, H., Cheah, J. H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of applied structural equation modeling, 4(2), i- xx.

Ningtyas, Y. P., & Fauzi, R. U. A. (2023, September). Pengaruh Promosi, Motivasi Hedonis, Fomo, Dan Desain Produk Terhadap Keputusan Pembelian Pada Pengguna Shopee Di Kota Madiun. In Simba: Seminar Inovasi Manajemen, Bisnis, Dan Akuntansi (Vol. 5).

Pratiwi, D. I., Noviarita, H., & Anggraeni, E. (2022). Impact of Viral Marketing on Marketplace Purchase Decisions in Indonesia. Jurnal Ekonomi Balance, 18(2), 276-284.

Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in human behavior, 29(4), 1841-1848.

Sari, P. S. P., & Darma, G. S. (2024). The Impact of Viral and Influencer Marketing on Skintific Purchase Decisions: Exploring the Mediating Role of FoMO. Tec Empresarial, 19(1), 453-470.

Sijabat, R., Caroline, F., Sitinjak, B. M., Saragih, L. S., & Putriku, A. E. (2024). Strategi Pemasaran Dengan Memanfaatkan Media Sosial Sebagai Alat Promosi Guna Meningkatan Pemasaran Secara Global. Jurnal Ekonomi, Akuntansi, dan Perpajakan, 1(3), 21-33.

Umar, R., Hidayanti, I., & Haji, S. A. (2023). Pengaruh viral marketing terhadap purchase decision generasi Z pada skincare di TikTok yang dimediasi oleh fear of missing out. Jurnal Ekonomi Manajemen (JEKMA), 8(2), 101–112.




DOI: https://doi.org/10.31932/jpe.v11i2.6475

Article Metrics

Abstract view : 0 times
PDF - 0 times

Refbacks

  • There are currently no refbacks.


Lisensi Creative Commons
This work is licensed under Lisensi Internasional Creative Commons Attribution-ShareAlike 4.0 .