THE EFFECT OF FEAR OF MISSING OUT (FOMO) AND ELECTRONIC WORD OF MOUTH (EWOM) ON PURCHASE INTENTION WITH BRAND IMAGE AS AN INTERVERNING VARIABLE AT GACOAN RESTAURANTS IN EAST KALIMANTAN

  • Nur Fadilah Surabi Universitas Mulawarman
  • Julyia Fani Mulawarman University
  • Zelmira Amanda Mulawarman University
  • Rahmat Rahmat Mulawarman University
  • Choky Margan Mulawarman University
  • Rahmawati Rahmawati Mulawarman University
DOI: https://doi.org/10.36546/jm.v13i1.1495
Keywords: Brand Image, Electronic Word of Mouth, Fear of Missing Out, Purchase Intention

Abstract

This study aims to analyze the influence of Fear of Missing Out (FoMO) and Electronic Word of Mouth (EWoM) on consumer purchase intention with brand image as an intervening variable. The research was conducted on consumers of Gacoan Restaurant in East Kalimantan, involving 385 respondents selected through the Accidental Sampling technique. Data were collected using a Likert-scale questionnaire and analyzed using the SEM-PLS method. The results indicate that EWoM has a positive and significant effect on brand image and purchase intention, both directly and through the mediation of brand image. In contrast, FoMO shows a positive but not significant influence on brand image and purchase intention. These findings highlight the crucial role of EWoM in building a strong brand image to enhance consumer purchase intention. This study contributes to the digital marketing literature and can serve as a guide for restaurant managers in designing effective promotional strategies.

References

Daswan, L., Juharsah, J., & Nasrul, N. (2019). Analisis pengaruh electronic word of mouth Instagram terhadap brand image dan purchase intention: Studi pada Labaco Barbeshop dan Cafe Kendari. Jurnal Manajemen, Bisnis dan Organisasi (JUMBO), 3(1), 235-247. http://dx.doi.org/10.33772/jumbo.v3i3.11915

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in human behavior, 61, 47-55. https://doi.org/10.1016/j.chb.2016.03.003

Firdaus, R., & Sharif, O. O. (2020). Analisis Pengaruh Electronic Word Of Mouth (E-Wom) Pada Brand Image Dan Purchase Intention Terhadap Produk Sepatu Nike (Studi Pada Konsumen Di Kota Bandung). Jurnal Mitra Manajemen, 4(6), 900-914.

Hodkinson, C. (2019). ‘Fear of Missing Out’(FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65-88. https://doi.org/10.1080/13527266.2016.1234504

Kaddouhah, M. (2024). An economic definition of ‘Fear of Missing Out’ (FOMO). Finance Research Letters, 63. https://doi.org/10.1016/j.frl.2024.105344

Kumar, S., Rajaguru, R., & Yang, L. (2024). Investigating how brand image and attitude mediate consumer susceptibility to eWOM and purchase intention: Comparing enterprise-owned vs. third-party online review websites using multigroup analysis. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.104051

Kumaresan R, C., & Chandramohan, Dr. S. (2024). Effect of Brand Image and Brand Trust on Purchase Intention of Fast-Moving Consumer Goods. International Journal of Scientific Research In Engineering and Management, 08(12), 1–7. https://doi.org/10.55041/IJSREM39602

Morsi, N., Sá, E., & Silva, J. (2024). Walking away: Investigating the adverse impact of FOMO appeals on FOMO-prone consumers. Business Horizons. https://doi.org/10.1016/j.bushor.2024.11.001

Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2024). Electronic word-of-mouth (eWOM) on social networking sites (SNS): Roles of information credibility in shaping online purchase intention. Heliyon, 10(11). https://doi.org/10.1016/j.heliyon.2024.e32168

Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014

Rahaman, M. A., Hassan, H. M. K., al Asheq, A., & Islam, K. M. A. (2022). The interplay between eWOM information and purchase intention on social media: Through the lens of IAM and TAM theory. PLoS ONE, 17(9 September). https://doi.org/10.1371/journal.pone.0272926

Wang, Y.-H. (2014). The Relationship Between Brand Image and Purchase Intention: Evidence From Award Winning Mutual Funds. In The International Journal of Business and Finance Research ♦ (Vol. 8). http://ssrn.com/abstract=2322833

Zhang, Z., Jiménez, F. R., & Cicala, J. E. (2020). Fear Of Missing Out Scale: A self-concept perspective. Psychology and Marketing, 37(11), 1619–1634. https://doi.org/10.1002/mar.21406

Published
2025-01-30
How to Cite
Surabi, N., Fani, J., Amanda, Z., Rahmat, R., Margan, C., & Rahmawati, R. (2025). THE EFFECT OF FEAR OF MISSING OUT (FOMO) AND ELECTRONIC WORD OF MOUTH (EWOM) ON PURCHASE INTENTION WITH BRAND IMAGE AS AN INTERVERNING VARIABLE AT GACOAN RESTAURANTS IN EAST KALIMANTAN. Jurnal Manajemen, 13(1), 62-70. https://doi.org/10.36546/jm.v13i1.1495
Issue
Vol 13 No 1 (2025): Jurnal Manajemen
Section
Articles

Copyright (c) 2025 Nur Fadilah Surabi, Julyia Fani, Zelmira Amanda, Rahmat Rahmat, Choky Margan, Rahmawati Rahmawati

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

 

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.