ANALYZING THE IMPACT OF FEAR OF MISSING OUT (FOMO) ON PURCHASE INTENTION:THE MEDIATING ROLE OF CONFORMITY CONSUMPTION BEHAVIOR

Abstract

The Fear of Missing Out (FoMO) phenomenon is increasingly recognized in the era of social media, where individuals feel worried and anxious about being left behind by current trends or information. This condition is widely used by marketers in forming strategies to influence the behavior of potential consumers, especially on purchasing interest. This study aims to analyze the effect of FoMO on purchasing interest with conformity as a mediator. The study was conducted with a quantitative approach using the probability sampling method and involved 240 respondents. Data analysis techniques using SEM with the Amos 23 software application. The results of the study show that FoMO has a significant effect on conformity, and conformity also has a significant effect on purchase intention. Furthermore, the findings reveal that conformity is able to mediate the effect of FoMO on purchase intention. This suggests that FoMO not only encourages consumers to follow trends, but also shapes consumptive behavior aligned with the norms or standards of their social group, which ultimately increases their intention to make a purchase. This study provides important implications for marketers in designing effective marketing communication strategies by considering the psychological aspects of consumers in the digital era.