The Impact of Fomo (Fear of Missing Out) and Culinary Viral Marketing on Street Food Consumers' Buying Interest in Tembilahan
DOI:
https://doi.org/10.55927/fjsr.v5i8.57Keywords:
FOMO, Viral Marketing, Buying Interest, Street Food, PLS-SEMAbstract
This study aims to analyze the influence of FOMO (Fear of Missing Out) and viral marketing on the buying interest of street food consumers in Tembilahan City. The study used a quantitative approach with a survey method of 60 respondents selected through purposive sampling. Data was analyzed using PLS-SEM with the help of SmartPLS through outer model testing, inner model, and bootstrapping. The results showed that FOMO had a positive and significant effect on buying interest with a path coefficient of 0.324, t-statistic 3.163, and p-value of 0.002. Viral marketing also had a positive and significant effect with a path coefficient of 0.521, t-statistic 5.406, and p-value < 0.001. Viral marketing is the more dominant variable with an f² value of 0.473, while FOMO is 0.183. Simultaneously, the two variables were able to explain 47.4% of the variation in buying interest. These findings suggest that trend creation and dissemination of engaging content through social media can increase consumers' buying interest in local culinary products.
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