Pengaruh Social Media Marketing, Fear Of Missing Out (Fomo), Brand Awareness, dan Brand Engagemen  terhadap Purchase Intention  pada Generasi Z

Febriani Skolastika Hekin; Dudi Anandya

Authors

Febriani Skolastika Hekin Fakultas Bisnis dan Ekonomika Universitas Surabaya, Indonesia
Dudi Anandya Fakultas Bisnis dan Ekonomika Universitas Surabaya, Indonesia

Keywords:

Social Media Marketing, Brand Awareness, Brand Engagement, FOMO, Purchase Intention, Generasi Z

Abstract

Perkembangan teknologi digital dan tingginya penggunaan media sosial telah mengubah perilaku konsumen, khususnya Generasi Z, dalam pengambilan keputusan pembelian. Penelitian ini bertujuan menganalisis pengaruh social media marketing terhadap purchase intention produk Colorbox pada Generasi Z dengan brand awareness, brand engagement, dan Fear of Missing Out (FOMO) sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan data dari 252 responden Generasi Z di Kota Surabaya yang dikumpulkan melalui kuesioner online dan dianalisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap brand awareness (β=0,825), brand engagement (β=0,791), FOMO (β=0,772), dan purchase intention (β=0,373). Brand engagement juga berpengaruh signifikan terhadap purchase intention (β=0,330), sedangkan brand awareness tidak berpengaruh signifikan (β=0,025) dan FOMO mendekati ambang signifikansi (β=0,167; p=0,071). Temuan ini menegaskan pentingnya social media marketing, terutama melalui brand engagement, dalam meningkatkan purchase intention Generasi Z.

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