Pengaruh Social Media Marketing dan Fomo terhadap Purchase Intention Melalui Electronic Word of Mouth
DOI:
https://doi.org/10.31004/jptam.v7i2.9217Keywords:
SMM, FOMO, EWOM, Purchase IntentionAbstract
Perkembangan teknologi social media marketing dan electronic word of mouth yang semakin dekat dengan masyarakat menjadi strategi yang baik untuk menarik minat konsumen. Selaini tu fenomena fear of missing out (FOMO) menjadi suatu pondasi yang kuat dalam perilaku pembelian. Tujuan penelitian ini adalah untuk mengetahui pengaruh social media marketing dan FOMO melalui electric word of mouth terhadap purchase intention. Populasi pada penelitian ini yaitu konsumen yang mengikuti perkembangan fesyen, mengikuti social media dan ecommerce brand fashion, dan berdomisili di Jabodetabek dengan teknik pengambilan sampling purposive sampling dari 176 responden dengan kriteria generasi Z dan milenial. Penelitian ini merupakan penelitian kausal dengan pendekatan metode kuantitatif dan menggunakan Structural Equation Modelling (SEMPLS). Hasil dari penelitian ini menunjukan bahwa social media marketing, FOMO dan electronic word of mouth berpengaruh positif terhadap purchase intention. Penelitian ini juga menemukan bahwa social media marketing berpengaruh positif terhadap purchase intention melalui electronic word of mouth.
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