Pengaruh Viral Marketing dan Fear of Missing Out (FOMO) terhadap Purchase Intention dengan Brand Image sebagai Variabel Mediasi
Studi Kasus pada Gigi Susu Canggu
DOI:
https://doi.org/10.58192/wawasan.v4i4.5309Keywords:
Brand Image, Consumer Behavior, Fear of Missing Out, Purchase Intention, Viral MarketingAbstract
This study aims to examine the influence of viral marketing and Fear of Missing Out (FOMO) on purchase intention, with brand image serving as a mediating variable among consumers of Gigi Susu Canggu. This study employed a quantitative approach involving 160 respondents selected using a purposive sampling technique. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The results indicate that viral marketing has no significant effect on purchase intention, whereas FOMO and brand image have a positive and significant effect on purchase intention. Furthermore, viral marketing has a positive and significant effect on brand image, while FOMO has no significant effect on brand image. Brand image fully mediates the relationship between viral marketing and purchase intention but does not mediate the relationship between FOMO and purchase intention. Overall, the findings reveal that consumer’s purchase intention toward Gigi Susu Canggu is formed through two different processes: through the development of brand image in the relationship between viral marketing and purchase intention, and directly through the psychological influence of FOMO. The findings of this study are expected to provide practical insights for businesses in the food and beverage industry in developing marketing strategies that focus not only on creating viral content but also on building a positive brand image.
References
Aditya, S., Saidani, B., & Aminda, A. A. (2022). Analisis Faktor-Faktor yang Mempengaruhi Purchase Intention pada Layanan Subscription Video on Demand (SVOD). Jurnal Bisnis, Manajemen Dan Keuangan, 3(2), 547–559.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2020). The Theory of Planned Behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/https://doi.org/10.1002/hbe2.195
Akbar, M. D., Dipoatmodjo, T. S. P., Haerudin, M. I. W., Musa, M. I., & Ilma Wulansari Hasdiansa. (2025). The Effect of Brand Image on Purchase Decision Through Fear of Missing Out (FOMO) on The Product Mie Gacoan in The City Makassar. Jurnal Ekonomi Dan Bisnis Indonesia, 12(1), 33–46.
Bunjamin, T. S., Aprilian, E. E., Ananda, A. S., & Polla, J. R. (2024). The Influence of Emotional Experience on the Success of Viral Marketing Strategies in the Food and beverage Industry. 174–190.
Christy, A., & Dumatri, A. (2021). Pengaruh Viral Marketingdan Brand Awarenessterhadap Niat Beli Pada Burger King Indonesia. Jurnal Ilmu Manajemen, 9, 478–488. www.shukanbunshun.com,
Damanik, M., Sembiring, B. K. F., Rini, E. S., & Arif Qaedi Hutagalung. (2023). Pengaruh Brand Image, Expertiential Marketing, Dan Product Quality Terhadap Customer Loyalty Merek Tropicana Slim Pada Premium Community. Maeswara : Jurnal Riset Ilmu Manajemen Dan Kewirausahaan, 1(6), 138–153. https://doi.org/10.61132/maeswara.v1i6.386
Dellarosa, I., Widyarini, L. A., & Gunawan, E. T. (2025). Impact of Korean Celebrity Endorser and Online Customer Review on Somethinc Customer Purchase Intention Mediated By Brand Image. Business and Finance Journal, 10(1), 28–45. https://doi.org/10.33086/bfj.v10i1.5872
Enjelika, E., & Zagladi, A. N. (2025). Pengaruh Fear of Missing Out (FOMO) dan Viral Marketing yang Ditimbulkan oleh Tiktok Terhadap Keputusan Pembelian Gadget Terbaru di Kalangan Mahasiswa Kota Malang. Budgeting: Journal of Business, Management and Accounting, 6(2), 589–597. https://doi.org/10.31539/budgeting.v6i2.13286
Fadia, N. A., Priatna, W. B., & Dharmawan, L. (2025). Persepsi Gen Z Terhadap Konten Viral Tiktok @bogoraquagame Dalam Meningkatkan Brand Awareness. Citizen: Jurnal Ilmiah Multidisiplin Indonesia, 5(6), 1812–1818. https://doi.org/10.53866/jimi.v5i6.1083
Fitri, T. A., & Syaefulloh, S. (2023). Pengaruh Influencer Marketing Dan Viral Marketing Terhadap Purchase Intention Melalui Online Customer Review pada Fashion Terkini di Tiktok Shop. Al Qalam: Jurnal Ilmiah Keagamaan Dan Kemasyarakatan, 17(6), 3946. https://doi.org/10.35931/aq.v17i6.2821
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Mediation Analysis (pp. 139–153). https://doi.org/10.1007/978-3-030-80519-7_7
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Ismaya, A. M., & Tirtadidjaja, A. (2025). Analisis Pengaruh Tren Kuliner dan FOMO terhadap Minat Beli Generasi Z di Purrmilk Gading Serpong. JIIP - Jurnal Ilmiah Ilmu Pendidikan, 8(9), 10575–10579. https://doi.org/10.54371/jiip.v8i9.9101
Kurniadi, S., Mulyana, A., & Komaladewi, R. (2024). The Influence of FOMO Leading to Purchase Intention. Journal of Innovation in Management, Accounting and Business, 3(2), 71–83. https://doi.org/10.56916/jimab.v3i2.853
Kusumo, S. S. B., Palumian, Y., Marchyta, N. K., & Sahetapy, W. L. (2024). Peranan Electronic Word of Mouth dan Fear of Missing Out Dalam Membentuk Purchase Intention Produk Mixue di Surabaya. Jurnal Ilmiah Manajemen Dan Akuntansi, 1(4), 201–2011. https://doi.org/https://doi.org/10.69714/ftt4rb79
Maharani, Darista, N., Janna, G. R., Fitriani, A. S., & Hasni. (2025). Studi Kelayakan Lokasi Bisnis dengan Pendekatan Lifestyle Generasi Z: Peluang Untuk Usaha Kuliner. 7(2), 320–330. http://ojs.stie-tdn.ac.id/index.php/mv
Natalia, E., Transistari, R., & Lazuardy, I. T. (2025). Pengaruh Viral Marketing, Celebrity Endorser, Dan Brand Image Terhadap Keputusan Pembelian Produk Pixy. 6(1), 34–47.
Obar, J. A., & Wildman, S. S. (2015). Social Media Definition and the Governance Challenge: An Introduction to the Special Issue. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2647377
Oktaviani, S., & Nurlinda, R. A. (2023). Pengaruh Social Media Marketing Dan Viral Marekting Terhadap Purchase Intention Melalui Customer Trust Produk Es Teh Indonesia. Journal of Applied in Business Management and Accounting, 02, 92–122. https://intropublicia.org/index.php/jabma
Rahadi, D. R. (2023). Pengantar Partial Least Squares Structural Equation Model (PLS-SEM) 2023.
Ramadhan, M., Astuti, H. J., Rahmawati, E., & Ikhsani, M. M. (2024). The Effect Of Influencer Marketing, Viral Marketing and Customer Engagement On Purchase Intention at Bloods Store in Purwokerto. 8(1), 1470–1484.
Septia, M. T., & Surianto, M. A. (2024). The Impact of Social Media Marketing, Reviews and Fear of Missing Out on Purchase Intention. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2667–2676. https://doi.org/10.37641/jimkes.v12i6.2985
Shalihah, A. R., Monoarfa, T. A., & Kusumaningtyas, D. P. (2024). Pengaruh Viral Marketing, Product Quality, dan Perceived Price Terhadap Purchase Intention Melalui Brand Image Sebagai Variabel Mediasi Pada Produk BIttersweet By Najla. Jurnal Bisnis, Manajemen, Dan Keuangan, 5(2), 257–276. https://doi.org/10.21009./JBMK.005.2.7
Shanerika, S., & Sudaryanto, B. (2023). Analisis Pengaruh Viral Marketing Terhadap Purchase Intention Dengan Brand Image Dan Brand Awareness Sebagai Variabel Intervening Produk Ms Glow (Studi Pada Pengguna Twitter Indonesia). Diponegoro Journal of Management, 12(2), 343–354. https://ejournal3.undip.ac.id/index.php/djom/article/view/38735
Sihombing, S. B., & Husein, A. E. (2025). Sihombing, S. B., & Husein, A. E. (2025). Pengaruh Viral Marketing, Brand Image dan Kepercayaan Pelanggan Terhadap Keputusan Pembelian Purbasari Melalui Aplikasi Tiktok di Kota Batam. Journal of Accounting and Finance Management, 5(6), 1880-1893. Journal of Accounting and Finance Management, 5(6), 1880–1893.
Silaban, E. Y. R. B., Saerang, I. S., & Tielung, M. V. J. (2021). Pengaruh Citra Merek, Fear of Missing Out dan Kelompok Referensi Terhadap Minat Beli Pada COffee Fore Kawasan Megamas Manado. 9(2), 311–323.
Singh, P., Arora, L., Bhatt, V., Kumar, P., & Sinha, B. (2025). The Viral Effect: Unpacking the Influence of Viral Marketing Campaigns on Generation Z’s Purchase Intentions. SAGE Open, 15(2), 1–13. https://doi.org/10.1177/21582440251346110
Situmeang, I. V. O. (2022). Pengaruh Pesan Viral Marketing Digital dan Brand Image Terhadap Minat Beli Followers (Studi Eksplanatif Pada Akun Instagram @Lu’miere). MEDIALOG: Jurnal Ilmu Komunikasi, 5(1), 277–289. https://doi.org/10.35326/medialog.v5i1.2296
Skrob, J.-R. (2005). Open Source and Viral Marketing The viral marketing concept as a model for open source software to reach the critical mass for global brand awareness based on the example of TYPO3.
Soesana, A., Subakti, H., Karwanto, Fitri, A., Kuswandi, S., Sastri, L., Falani, I., Aswan, N., Hasibuan, F. A., & Lestari, H. (2023). Metodologi Penelitian Kuantitatif. Yayasan Kita Menulis.
Sugiyono, P. D. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D (Kedua). Alfabeta.
Surabi, N. F., Fani, J., Amanda, Z., Rahmat, Margan, C., & Rahmawati. (2025). The Effect of Fear of Missing Out (FOMO) and Electronic Word Of Mouth (eWOM) on Purchase Intention with Brand Image as an Interverning Variable at Gacoan Restaurants in East Kalimantan. Jurnal Manajemen, 13(1), 62–70.
Suryani, D., & M.M, D. M. (2025). Pengaruh Kualitas Produk, Harga, Citra Merek dan Promosi Terhadap Keputusan Pembelian Produk Body Scrub Merek Mustika Ratu. 25(2).
Tajudinnur, M., Fazriansyah, F., Ferdian, R., Iskandar, I., & Ilham, I. (2022). Pengaruh Harga, Kualitas Produk Dan Pemasaran Digital Terhadap Niat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Sebatik, 26(2), 673–687. https://doi.org/10.46984/sebatik.v26i2.2112
Tanha, F., Özok, H. İ., & Tayiz, V. (2022). Gelişmeleri Kaçırma Korkusu (FoMO): Güncel Bir Derleme. Psikiyatride Güncel Yaklaşımlar, 14(1), 74–85. https://doi.org/10.18863/pgy.942431
Turmudi, I., & Agustini, P. M. (2025). Perilaku Konsumen dalam Mengonsumsi Makanan Viral : Studi Kasus Tren Kuliner Mie Gacoan di Kalangan Gen Z di Media Sosial. 4(4), 2239–2254.
Wachyuni, S. S., Namira, S., Respati, R. D., & Teviningrum, S. (2024). Fenomena Fear Out Missing Out (Fomo) Terhadap Keputusan Pembelian Restoran Viral Karen’S Diner Jakarta. Jurnal Bisnis Hospitaliti, 13(1), 89–101. https://doi.org/10.52352/jbh.v13i1.1382
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Wawasan : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
