Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 9 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

THE ROLE OF SOCIAL INFLUENCE AS A MEDIATOR OF THE EFFECT OF SOCIAL MEDIA MARKETING AND FEAR OF MISSING OUT ON PURCHASE DECISIONS

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  • Ahmad Aufal Marom Jailani,
  • Choirul Anam,
  • Wahju Wulandari
Ahmad Aufal Marom Jailani
Management Study Program, Faculty of Economics and Business, Universitas Widya Gama Malang, Indonesia
Choirul Anam
Management Study Program, Faculty of Economics and Business, Universitas Widya Gama Malang, Indonesia
Wahju Wulandari
Management Study Program, Faculty of Economics and Business, Universitas Widya Gama Malang, Indonesia
DOI: https://doi.org/10.5281/zenodo.21928046

Published 2026-08-13

Keywords

  • Social Media Marketing,
  • Fear of Missing Out,
  • Social Influence,
  • Purchase Decision,
  • PLS-SEM

How to Cite

THE ROLE OF SOCIAL INFLUENCE AS A MEDIATOR OF THE EFFECT OF SOCIAL MEDIA MARKETING AND FEAR OF MISSING OUT ON PURCHASE DECISIONS. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(9). https://doi.org/10.5281/zenodo.21928046

Abstract

This study examines the effect of Social Media Marketing and Fear of Missing Out (FOMO) on Purchase Decisions, both directly and through Social Influence as a mediating variable, among consumers of Gemara Grill, a grill-concept culinary business in Malang Regency, East Java. The phenomenon underlying this study is that Gemara Grill's social media activity generates high reach but a relatively high skip rate and short average viewing time, suggesting that awareness has not fully translated into purchase decisions. This quantitative, explanatory, and causal-associative study involved 140 respondents selected through purposive sampling and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Social Media Marketing and Fear of Missing Out each have a positive and significant effect on Social Influence and on Purchase Decision, Social Influence has a positive and significant effect on Purchase Decision, and Social Influence partially mediates the effect of both Social Media Marketing and Fear of Missing Out on Purchase Decision. These findings confirm that consumer purchase decisions are shaped not only by direct marketing stimuli and psychological urgency but also by the social influence that these factors generate.
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