FOMO Mediation: Influence of Influencers and Online Reviews on Purchase Decision of Online Game Industry

Jonathan Handrian; Barkah; Ahmadi; Erna Listiana; Ana Fitriana

doi:10.59890/ijbmp.v3i3.28

Authors

Jonathan Handrian University of Tanjungpura, Pontianak
Barkah University of Tanjungpura, Pontianak
Ahmadi University of Tanjungpura, Pontianak
Erna Listiana University of Tanjungpura, Pontianak
Ana Fitriana University of Tanjungpura, Pontianak

DOI:

https://doi.org/10.59890/ijbmp.v3i3.28

Keywords:

Influencer Marketing, Online Customer Review, Fear of Missing Out, Purchase Decision

Abstract

This study aims to analyze the influence of influencer marketing, online reviews, and fear of missing out (FOMO) on consumer purchasing decisions in a digital context. Using a quantitative approach with Partial Least Squares analysis via the SmartPLS 4 application, the findings reveal that both influencer marketing and online reviews have a significant impact on purchasing decisions. These two variables also significantly influence FOMO, indicating that social factors and online information can create emotional pressure on consumers. However, FOMO does not have a direct or mediating effect on purchasing decisions, suggesting that consumers’ decisions are more influenced by rational considerations rather than emotional pressure. These findings underscore the importance of marketing strategies that emphasize credible information and genuine social influence over merely creating emotional urgency through FOMO

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