INFLUENCE OF SOCIAL MEDIA AND BRAND RECOGNITION ON PURCHASE INTEREST MEDIATED BY FOMO MARKETING

Abstract

This research is motivated by the phenomenon of Fear of Missing Out in Indonesia and the emergence
of the FoMO marketing strategy. Several studies have proven that a consumer influence on FoMO has
occurred. This research aims to examine the effect of FoMO marketing mediating the relationship
between social media and brand recognition on buying interest. The sample in this study were
consumers and potential consumers who know the Compass shoe brand. The sampling method used
was the purposive sampling technique, and the sample size obtained in this study was 144 respondents.
The results of this study prove that FoMO marketing can mediate social media and brand recognition.
However, FoMO marketing partially mediates on social media and fully mediates on brand recognition
because without going through FoMO marketing, it does not affect buying interest