THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) ON PURCHASING DECISIONS MEDIATED BY FEAR OF MISSING OUT (FOMO) AND BRAND LOVE:
A STUDY ON MINISO CONSUMERS IN THE DIGITAL ERA
-
Makhyatul Azhari(1*)
Manajemen Study Program, Fakultas Ekonomi dan Bisnis, Universitas Islam Nahdlatul Ulama
-
Mohamad Rifqy Roosdhani(2)
Manajemen Study Program, Fakultas Ekonomi dan Bisnis, Universitas Islam Nahdlatul Ulama
(*) Corresponding Author
Keywords:
Social Media Marketing Activities, Brand Love, Fear of Missing Out (FOMO), Purchase Decision
Abstract
This study aims to analyze the impact of social media marketing activities (SMMA) on consumer purchasing decisions at Miniso stores, with the role of brand love and fear of missing out (FOMO) as mediating variables. This study utilizes a quantitative method with a Structural Equation Modeling (SEM) approach processed through SmartPLS version 4.0. with a total of 200 miniso Jepara Kudus consumer respondents. The outcomes displayed that social media marketing activities have a significant influence on brand love as well as FOMO, both of which influence consumer purchasing decisions. This finding confirms the significance of effective social media management in constructing consumer emotional attachment and driving a sense of purchase urgency, especially in modern retail consumers such as Miniso. The implications of this study provide strategic insights for marketers in maximizing the potential of social media to increase consumer loyalty as well as purchase decisions.
Keywords: Social Media Marketing Activities, Brand Love, Fear of Missing Out (FOMO), Purchase Decision
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References
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Roosdhani, M. R., Farida, N., Indriani, F. J. I. J. o. B., & Society. (2023). From Likes To Sales: Study On Enhancing Social Media Performance For Indonesian Smes. 24(3), 1157-1172.
Salsabiil, M. F. J. I. J. o. B. A. (2023). The Influence of Brand Love and Hedonistic Lifestyle on the Purchasing Decision of Iphone Smartphones (A Study on Iphone Users From Generation Z in Surabaya). 3(3), 583-588.
Saputra, F., Mahaputra, M. R. J. J. o. L., Politic, & Humanities. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). 2(2), 66-75.
Suandy, N. (2017). Media Sosial Pengaruhi Perilaku Konsumen.
Tandon, A., Dhir, A., Talwar, S., Kaur, P., Mäntymäki, M. J. T. F., & Change, S. (2021). Dark consequences of social media-induced fear of missing out (FoMO): Social media stalking, comparisons, and fatigue. 171, 120931.
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Ulum, I., Ghozali, I., & Chariri, A. (2008). Intellectual capital dan kinerja keuangan perusahaan; Suatu analisis dengan pendekatan Partial Least Squares (PLS).
Utama, F. R., Musa, C. I., Dipoatmodjo, T. S., Haeruddin, M. I. W., & Musa, M. I. J. J. I. M., Bisnis Dan Ekonomi. (2023). Pengaruh Social Media Marketing Activities Terhadap Keputusan Pembelian di Marketplace Shopee: Survei Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. 1(2), 57-66.
Verhagen, M., de Reuver, M., & Bouwman, H. J. I. T. o. E. M. (2021). Implementing business models into operations: Impact of business model implementation on performance. 70(1), 173-183.
Wang, & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive marketing, 39(1), 15-26.
Wang, Ryan, B., & Yang, C.-E. J. (2019). Employee brand love and love behaviors: Perspectives of social exchange and rational choice. J International Journal of Hospitality Management
Yadav, M., Rahman, Z. J. T., & informatics. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. 34(7), 1294-1307.
Algharabat, R. S. J. K. (2017). Linking social media marketing activities with brand love: The mediating role of self-expressive brands. 46(10), 1801-1819.
Anggoro, W. B., Suliyanto, S., & Rahab, R. J. J. E., Bisnis, Dan Akuntansi. (2019). Pengaruh Pengalaman Merek Terhadap Kesetiaan Merek Dimediasikan Oleh Kecintaan Merek, Kepercayaan Merek, Dan Keterkaitan Merek. 21(3).
Arsj, F. R. J. A. (2023). Does Social Media Marketing Influences Consumer Purchase Decisions at Marketplace? , 4(1), 114-124.
Batra, R., Ahuvia, A., & Bagozzi, R. P. J. J. o. m. (2012). Brand love. 76(2), 1-16.
Bright, L. F., & Logan, K. (2018). Is my fear of missing out (FOMO) causing fatigue? Advertising, social media fatigue, and the implications for consumers and brands. Internet Research, 28(5), 1213-1227. doi:10.1108/IntR-03-2017-0112
Cahyono, A. S. J. P. (2016). Pengaruh media sosial terhadap perubahan sosial masyarakat di Indonesia. 9(1), 140-157.
Carroll, B. A., & Ahuvia, A. C. J. M. l. (2006). Some antecedents and outcomes of brand love. 17, 79-89.
Chen, S.-C., Lin, C.-P. J. T. f., & change, s. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. 140, 22-32.
Cohen, J. (2013). Statistical power analysis for the behavioral sciences: Routledge.
D’Amico, S., Mainolfi, G., & Vergura, D. T. (2021). The role of store brand love in online shopping behavior. An application of the SOR model to the online fashion retailing.
Deng, P., & Zhang, S. J. J. o. B. R. (2018). Institutional quality and internationalization of emerging market firms: Focusing on Chinese SMEs. 92, 279-289.
Ebrahim, R. S. J. J. o. R. M. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. 19(4), 287-308.
Fang, J., Wang, X., Wen, Z., & Zhou, J. J. A. b. (2020). Fear of missing out and problematic social media use as mediators between emotional support from social media and phubbing behavior. 107, 106430.
Fitrianto, E. M., Nailis, W., & Karim, S. J. J. M. D. B. S. (2021). Ketika cinta hadir: Pengaruh Brand Love terhadap EWOM dan Loyalitas Merek. 19(2), 117-128.
Fornell, C., & Bookstein, F. L. (1982). Two structural equation models: LISREL and PLS applied to consumer exit-voice theory. J Journal of Marketing research, 19(4), 440-452.
Harpe, S. E. J. C. i. p. t., & learning. (2015). How to analyze Likert and other rating scale data. 7(6), 836-850.
Hastie, T., Tibshirani, R., Friedman, J. H., & Friedman, J. H. (2009). The elements of statistical learning: data mining, inference, and prediction (Vol. 2): Springer.
Hayes, A. F. J. C. m. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. 76(4), 408-420.
Ilyas, G., Rahmia, S., Tamsah, H., Yusriadi, Y. J. I. J. o. D., & Science, N. (2022). Does fear of missing out give satisfaction in purchasing based on social media content? , 6(2), 409-418.
Jasim, A. A. J. J. o. N. S. H. P. C. (2023). Conceptual Investigation of the Relationship between Emotional Marketing and Brand Love. 33, 4688-4694.
Khatib, F. (2016). The impact of social media characteristics on purchase decision empirical study of Saudi customers in Aseer Region. J International Journal of Business Social Science, 7(4), 41-50.
Kim, A. J., & Ko, E. J. J. o. B. r. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. 65(10), 1480-1486.
Koay, K. Y., Ong, D. L. T., Khoo, K. L., Yeoh, H. J. J. A. P. j. o. m., & logistics. (2020). Perceived social media marketing activities and consumer-based brand equity: Testing a moderated mediation model. 33(1), 53-72.
Kotler, P., & Keller, K. L. J. E. P. E. I. (2016). Marketing Managemen (15 th).
Kukreti, R., Yadav, M. J. G. K., Memory, & Communication. (2023). The influence of brand personality on brand love, perceived quality and purchase intention: a study of e-retailing sites. (ahead-of-print).
Luca, L., Burlea, S. L., Chirosca, A.-C., Marin, I. M., Ciubara, A. B., Ciubara, A. J. B. B. R. i. A. I., & Neuroscience. (2020). The FOMO syndrome and the perception of personal needs in contemporary society. 11(1Sup1), 38-46.
Maharani, A., & Nurlukman, A. D. J. S. (2023). Peran Pemerintah Dalam Pengembangan Umkm Melalui Sosial Media Dan E-Commerce Di Kota Tangerang. 27(1), 333-343.
Nasr, S. A., Sunitiyoso, Y., Suhaimi, H. J. I. J. o. C. S. R., & Review. (2023). The effect of fear of missing out on buying and post-purchasing behaviour toward Indonesia’s Generation Z online shoppers (Case study: E-commerce Indonesia). 6(09), 6246-6262.
Ortiz, J. A., Santos Corrada, M., Perez, S., Dones, V., & Rodriguez. (2024). Exploring the influence of uncontrolled social media use, fear of missing out, fear of better options, and fear of doing anything on consumer purchase intent. International Journal of Consumer Studies, 48(1), e12990.
Prayogo, E. F., & Yoestini, Y. J. D. J. o. M. (2022). Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Dengan Brand Awareness Sebagai Variabel Mediasi Pada Psis Store. 11(6).
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. J. C. i. h. b. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. 29(4), 1841-1848.
Rahmawati, M., Ruslan, A., & Bandarsyah, D. J. J. S. D. (2021). The Era of Society 5.0 as the unification of humans and technology: A literature review on materialism and existentialism. 16(2), 151.
Rogers, E. J. F. F. P. (2003). Diffusion of innovations, 5th edn Tampa.
Roosdhani, M. R., Farida, N., Indriani, F. J. I. J. o. B., & Society. (2023). From Likes To Sales: Study On Enhancing Social Media Performance For Indonesian Smes. 24(3), 1157-1172.
Salsabiil, M. F. J. I. J. o. B. A. (2023). The Influence of Brand Love and Hedonistic Lifestyle on the Purchasing Decision of Iphone Smartphones (A Study on Iphone Users From Generation Z in Surabaya). 3(3), 583-588.
Saputra, F., Mahaputra, M. R. J. J. o. L., Politic, & Humanities. (2022). Relationship of Purchase Interest, Price and Purchase Decisions to IMEI Policy (Literature Review Study). 2(2), 66-75.
Suandy, N. (2017). Media Sosial Pengaruhi Perilaku Konsumen.
Tandon, A., Dhir, A., Talwar, S., Kaur, P., Mäntymäki, M. J. T. F., & Change, S. (2021). Dark consequences of social media-induced fear of missing out (FoMO): Social media stalking, comparisons, and fatigue. 171, 120931.
Trisa, A., & Roosdhani, M. R. J. Y. J. o. M. (2024). Analisis Hubungan Antara Strategi Pemasaran Media Sosial, Citra Merek, dan Minat Pembelian di Industri Fashion Sweet Mango Jepara. 7(2), 20-33.
Ulum, I., Ghozali, I., & Chariri, A. (2008). Intellectual capital dan kinerja keuangan perusahaan; Suatu analisis dengan pendekatan Partial Least Squares (PLS).
Utama, F. R., Musa, C. I., Dipoatmodjo, T. S., Haeruddin, M. I. W., & Musa, M. I. J. J. I. M., Bisnis Dan Ekonomi. (2023). Pengaruh Social Media Marketing Activities Terhadap Keputusan Pembelian di Marketplace Shopee: Survei Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. 1(2), 57-66.
Verhagen, M., de Reuver, M., & Bouwman, H. J. I. T. o. E. M. (2021). Implementing business models into operations: Impact of business model implementation on performance. 70(1), 173-183.
Wang, & Kim, H. G. (2017). Can social media marketing improve customer relationship capabilities and firm performance? Dynamic capability perspective. Journal of Interactive marketing, 39(1), 15-26.
Wang, Ryan, B., & Yang, C.-E. J. (2019). Employee brand love and love behaviors: Perspectives of social exchange and rational choice. J International Journal of Hospitality Management
Yadav, M., Rahman, Z. J. T., & informatics. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. 34(7), 1294-1307.
Published
2025-03-12
How to Cite
Azhari, M., & Roosdhani, M. (2025). THE INFLUENCE OF SOCIAL MEDIA MARKETING ACTIVITIES (SMMA) ON PURCHASING DECISIONS MEDIATED BY FEAR OF MISSING OUT (FOMO) AND BRAND LOVE:. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 759-772. https://doi.org/10.35508/jom.v18i1.20760
Section
Articles
