PERAN SOCIAL MEDIA MARKETING, FOMO, DAN BRAND AWARENESS SEBAGAI PENDORONG KEPUTUSAN PEMBELIAN PADA MIE GACOAN

Authors

  • Dinda Rachelia Evira Tendean Universitas Islam Nahdlatul Ulama Jepara
  • Ali Ali Universitas Islam Nahdlatul Ulama Jepara

DOI:

https://doi.org/10.24127/jp.v14i1.12182

Keywords:

Kesadaran Merek, Keputusan Pembelian, Pemasaran Media Sosial

Abstract

Penelitian ini bertujuan untuk menguji dampak pemasaran media sosial (SMM) terhadap keputusan pembelian konsumen di antara konsumen Mie Gacoan di Jepara, dengan Fear of Missing Out (FOMO) dan kesadaran merek sebagai variabel mediasi. Penelitian ini dilakukan di Mie Gacoan Jepara dengan menggunakan pendekatan kuantitatif. Survei daring dengan skala Likert digunakan untuk mengumpulkan data dari 120 responden. Metode pengambilan sampel yang digunakan adalah simple random sampling. Partial Least Square Structural Equation Modeling (PLS-SEM) digunakan untuk menganalisis data dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa SMM memiliki efek positif dan signifikan terhadap FOMO, kesadaran merek. FOMO dan kesadaran merek juga secara signifikan memediasi hubungan antara SMM dan keputusan pembelian. Penelitian ini dibatasi pada satu lokasi, cabang Mie Gacoan di Jepara, Ini akan membatasi penerapan temuan pada industri atau merek makanan lain. Penelitian ini berkontribusi pada pengembangan teori pemasaran digital dengan menyoroti peran FOMO dan brand awareness sebagai mediator antara SMM dan keputusan pembelian. Secara praktis, temuan ini memberikan wawasan yang dapat ditindaklanjuti bagi bisnis seperti Mie Gacoan untuk merancang strategi pemasaran media sosial yang lebih efektif, meningkatkan daya saing dan loyalitas konsumen dalam industri kuliner.

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Published

2026-02-23

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Vol. 14 No. 1 (2026): Promosi

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