FoMO dalam Era Digital: Implikasi Penggunaan Media Sosial, Self-Esteem, dan Sikap Hedonisme
Keywords:
fear of missing out, social media marketing, social media usage, self-esteem, hedonistic attitudeAbstract
Fear of missing out atau FoMO adalah kondisi pikiran individu pada saat ia melakukan pembelian secara impulsif. Penelitian ini dilakukan untuk mempelajari bagaimana FoMO dapat terbentuk oleh social media usage beserta faktor-faktor psikologis seperti hedonistic attitude, self-esteem, dan self-regulation yang mengikutinya. Penelitian ini menggunakan metode kuantitatif dan Structural Equation Modelling (SEM) dalam menganalisis data dari 203 responden untuk menilai hubungan antara variabel-variabel tersebut. Hasil analisis menunjukkan bahwa social media usage berpengaruh positif dan signifikan terhadap hedonistic attitude (β=0,796, P-value=0,000), dan selanjutnya hedonistic attitude berpengaruh positif dan signifikan terhadap FoMO (β=1,292, P-value = 0,000). Melalui temuan penelitian ini disimpulkan bahwa pemasaran melalui media sosial seperti menggunakan influencer adalah strategi yang efektif dalam mendorong respon konsumen, namun pelaku bisnis diharapkan menyadari dampaknya terhadap kondisi mental individu. Selain itu, konsumen diharapkan lebih sadar secara emosional ketika berinteraksi di media sosial serta dalam mengambil keputusan belanja.
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