THE INFLUENCE OF FEAR OF MISSING OUT (FOMO), INFLUENCERS AND SOCIAL INFLUENCE ON INTERESTIN PURCHASING NICHE PERFUME WITH BRAND AWARENESS AS A MEDIATING VARIABLE

Mark Anthony Ballais Cabia
61201021008606
2025
THE INFLUENCE OF FEAR OF MISSING OUT (FOMO), INFLUENCERS AND SOCIAL INFLUENCE ON INTERESTIN PURCHASING NICHE PERFUME WITH BRAND AWARENESS AS A MEDIATING VARIABLE
Depok-GICI Business School-2025
Skripsi

This study aims to examine the influence of Fear of Missing Out (FOMO), influencers, and social influence on brand awareness, and the subsequent effect of brand awareness on the intention to purchase niche perfumes. The research is motivated by the increasing popularity of niche perfumes and the growing role of digital and social interactions in shaping consumer awareness and purchase intentions. The population in this study consists of 134 niche perfume users in Jakarta. A purposive sampling method was used to select respondents who actively follow perfume-related content on social media. The data were analyzed using Structural Equation Modeling with Partial Least Squares (SEM-PLS). The results show that FOMO, influencer, and social influence have no significant effect on brand awareness. However, brand awareness has a significant and positive influence on intention to purchase. These findings suggest that although external social stimuli may not directly enhance brand awareness, once awareness is established, it becomes a strong predictor of purchase intention. The study implies that marketers should focus on strengthening brand awareness through other strategic channels, rather than relying solely on influencer marketing or social pressures. Furthermore, investments in brand identity, storytelling, and consistent brand experience may be more effective in driving consumer intent in niche markets. Future research may consider expanding the sample across broader regions or incorporating longitudinal analysis to explore changing consumer dynamics over time.

Kata kunci: FOMO, Influencer, Social Influence, Brand Awareness, Intention

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