SOCIAL MEDIA MARKETING DAN PURCHASE INTENTION: PERAN MEDIASI BRAND AWARENESS DAN MODERASI FEAR OF MISSING OUT
DOI:
https://doi.org/10.24843/EJMUNUD.2026.v15.i11.%25xKeywords:
brand awareness; fear of missing out; pls-sem; purchase intention; social media marketingAbstract
Pertumbuhan pesat industri helm nasional memicu persaingan ketat, khususnya dalam eksistensi digital. JS Helmet menghadapi tantangan eksposur media sosial yang belum optimal, sehingga berpotensi memengaruhi kesadaran merek dan niat beli calon konsumen. Penelitian ini bertujuan menganalisis pengaruh social media marketing terhadap purchase intention melalui brand awareness sebagai variabel mediasi, serta fear of missing out (FOMO) sebagai variabel moderasi. Penelitian kuantitatif ini menggunakan desain studi kausal. Sampel berjumlah 160 responden di Kabupaten Tangerang dipilih melalui purposive sampling, kemudian dianalisis menggunakan PLS-SEM berbantuan SmartPLS versi 4. Hasil penelitian menunjukkan social media marketing berpengaruh positif dan signifikan terhadap brand awareness (β = 0,724) dan purchase intention (β = 0,540). Brand awareness juga berpengaruh positif terhadap purchase intention (β = 0,203) serta memediasi secara parsial pengaruh social media marketing terhadap purchase intention (kontribusi 21,4 persen). Temuan menarik menunjukkan FOMO memoderasi hubungan brand awareness dan purchase intention secara signifikan namun dengan arah melemahkan (β = -0,081), diduga karena perhatian calon konsumen teralihkan ke merek pesaing yang aktif di media sosial. Kesimpulannya, FOMO tidak selalu mengakselerasi niat beli, sehingga JS Helmet perlu memperkuat strategi diferensiasi merek menghadapi persaingan digital.
The rapid growth of the national helmet industry has intensified digital competition. JS Helmet faces limited social media exposure, potentially affecting brand awareness and purchase intention. This study examines the effect of social media marketing on purchase intention through brand awareness as a mediator and fear of missing out (FOMO) as a moderator. Using a quantitative causal design, data were collected from 160 respondents in Tangerang Regency through purposive sampling and analyzed using PLS-SEM with SmartPLS 4. Results show that social media marketing positively affects brand awareness (β = 0.724) and purchase intention (β = 0.540). Brand awareness also positively influences purchase intention (β = 0.203), partially mediating the relationship with a 21.4% contribution. Meanwhile, FOMO negatively moderates the relationship between brand awareness and purchase intention (β = -0.081), possibly due to attention shifting toward competing brands. These findings suggest that FOMO does not always drive purchase intention, highlighting the need for JS Helmet to strengthen brand differentiation.
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