PERAN FEAR OF MISSING OUT MEMEDIASI PENGARUH HEALTH AWARENESS TERHADAP PURCHASE INTENTION UMKM MAKANAN SEHAT
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i11.%25xKeywords:
fear of missing out (FOMO); health awareness; purchase intentionAbstract
Penelitian ini dilatarbelakangi oleh meningkatnya kesadaran kesehatan masyarakat serta perkembangan media sosial yang memengaruhi pola perilaku konsumsi, khususnya pada generasi Z. Penelitian ini bertujuan untuk menganalisis pengaruh health awareness terhadap purchase intention, pengaruh health awareness terhadap fear of missing out (FOMO), pengaruh FOMO terhadap purchase intention, serta peran FOMO sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 150 responden generasi Z di Kota Denpasar yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa health awareness berpengaruh positif dan signifikan terhadap purchase intention maupun FOMO. Selain itu, FOMO juga berpengaruh positif dan signifikan terhadap purchase intention. Temuan utama penelitian menunjukkan bahwa FOMO mampu memediasi secara positif dan signifikan hubungan antara health awareness dan purchase intention. Hasil ini mengindikasikan bahwa faktor psikologis dan kesadaran kesehatan secara bersama-sama berperan dalam meningkatkan niat beli konsumen terhadap produk makanan sehat.
This reseacrh is motivated by the increasing health awareness and the influence of social media in shaping consumption behavior, particularly among Generation Z. The purpose of this research is to analyze the effect of health awareness on purchase intention, the effect of health awareness on fear of missing out (FOMO), the effect of FOMO on purchase intention, and the mediating role of FOMO. This study employs a quantitative approach using a survey method through questionnaires distributed to 150 Gen Z respondents in Denpasar City, selected using purposive sampling. Data were analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results indicate that health awareness has a positive and significant effect on both purchase intention and FOMO. Furthermore, FOMO also has a positive and significant effect on purchase intention. The key finding reveals that FOMO significantly mediates the relationship between health awareness and purchase intention. The findings provide practical implications for healthy food businesses in developing effective marketing strategies.
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