?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=FEAR+OF+MISSING+OUT%3A+ANTESEDEN+DAN+KONSEKUEN+PADA+KONSUMEN%0D%0AUMKM+MAKANAN+DAN+MINUMAN+DI+INDONESIA+&rft.creator=DIAN+%2C+SEPTIANA&rft.subject=300+Ilmu+sosial&rft.subject=330+Ekonomi&rft.description=Tujuan+penelitian+ini+adalah+untuk+menganalisis+pemasaran+media+sosial+(hiburan%2C+interaksi%2C%0D%0Atren%2C+kustomisasi+dan+eWOM)+dan+pengaruhnya+pada+rasa+takut+ketinggalan+(Fear+Of+Missing%0D%0AOut%2FFOMO)+dan+niat+beli.+Penelitian+ini+juga+menganalisis+peran+mediasi+FOMO+terhadap%0D%0Aniat+beli+dan+peran+moderasi+influencer+untuk+menguatkan+hubungan+pemasaran+media+sosial%0D%0A(hiburan%2C+interaksi%2C+tren%2C+kustomisasi+dan+eWOM)+terhadap+FOMO.+Metode+penelitian%0D%0Adengan+survei+dilakukan+kepada+470+responden+yang+pernah+melihat+pemasaran+media+sosial%0D%0Atiktok+UMKM+Makanan+dan+Minuman+di+Indonesia.+Data+penelitian+dianalisis+menggunakan%0D%0AStructural+Equation+Modeling+(SEM)+dengan+menggunakan+program+Lisrel+8.8+untuk%0D%0Amenguji+pengaruh+antar+variabel.+Temuan+penelitian+menunjukkan+bahwa+kelima+dimensi%0D%0Apemasaran+media+sosial+tiktok+memengaruhi+FOMO+dan+niat+beli.+eWOM+merupakan%0D%0Adimensi+konten+pemasaran+media+sosial+tiktok+yang+paling+tinggi+pengaruhnya+terhadap%0D%0AFOMO+dan+niat+beli.+FOMO+memediasi+kelima+dimensi+konten+informasi+pemasaran+media%0D%0Asosial+tiktok+terhadap+niat+beli.+Influencer)+memberikan+efek+menguatkan+kelima+dimensi%0D%0Akonten+informasi+pemasaran+media+sosial+terhadap+FOMO.+Hasil+riset+ini+berimplikasi+bagi%0D%0AUMKM+Makanan+dan+Minuman+di+Indonesia+untuk+mendesain+konten+pemasaran+media%0D%0Asosial+tiktok+yang+menghibur%2C+menciptakan+interaksi%2C+mengikuti+tren%2C+menyediakan%0D%0Akustomisasi+dan+menciptakan+eWOM+di+media+sosialnya+agar+rasa+takut+ketingggalan%0D%0Akonsumen+meningkat+dan+disertai+dengan+peningkatan+niat+beli.+Pemanfaatan+karakteristik%0D%0Ainfluencer+seharusnya+bersesuaian+dengan+karaktertistik+target+konsumen+UMKM+Makanan%0D%0Adan+Minuman+di+Indonesia+sehingga+representasi+konten+informasi+pemasaran+media+sosial%0D%0Atiktok+yagn+diggunakan+mampu+menggugah+niat+beli+konsumen+yang+emnjadi+target.%0D%0AKontribusi+teoritis+pada+penelitian+ini+adalah+penguatan+model+kelima+dimensi+pemasaran%0D%0Amedia+sosial+terhadap+niat+beli+yang+dimediasi+oleh+FOMO+dan+dimoderasi+oleh+influencer%2C%0D%0Adengan+mengintegrasikan+Teori+SOR+(Stimulus+Organism+Response+Theory)%2C+Teori+Pengaruh%0D%0ASosial+(Social+Influence+Theory)%2C+dan+Teori+Proses+Informasi+Sosial.%0D%0AKata+Kunci%3A+Pemasaran+Media+Sosial%2C+Takut+Ketinggalan+(FOMO)%2C+Niat+Beli%2C+Teori+SOR%2C%0D%0ATeori+Pengaruh+Sosial%2C+Teori+Proses+Informasi+Sosial.%0D%0A%0D%0A%0D%0AThe+purpose+of+this+study+is+to+analyze+social+media+marketing+(entertainment%2C+interaction%2C%0D%0Atrends%2C+customization+and+eWOM)%2C+and+its+influence+on+fear+of+missing+out+(FOMO)+and%0D%0Apurchase+intention.+This+study+also+analyzes+the+mediating+role+of+FOMO+on+purchase+intention%0D%0Aand+the+moderating+role+of+influencers+to+strengthen+the+relationship+between+social+media%0D%0Amarketing+(entertainment%2C+interaction%2C+trends%2C+customization+and+eWOM)+on+FOMO.+The%0D%0Aresearch+method+used+a+Survei+was+conducted+on+470+respondents+who+had+seen+the+social%0D%0Amedia+marketing+of+TikTok+for+Food+and+Beverage+MSMEs+in+Indonesia.+The+research+data%0D%0Awere+analyzed+using+Structural+Equation+Modeling+(SEM)+using+the+Lisrel+8.8+program+to+test%0D%0Athe+influence+between+variables.+The+research+findings+show+that+the+five+dimensions+of+TikTok%0D%0Asocial+media+marketing+influence+FOMO+and+purchase+intention.+eWOM+is+the+dimension+of%0D%0ATikTok+social+media+marketing+content+that+has+the+highest+influence+on+the+FOMO+and%0D%0Apurchase+intention.+FOMO+mediates+the+five+dimensions+of+TikTok+social+media+marketing%0D%0Ainformation+content+on+purchase+intention.+Influencers+have+a+strengthening+effect+on+the+five%0D%0Adimensions+of+social+media+marketing+information+content+on+FOMO.+The+results+of+this+study%0D%0Aimplied+that+Food+and+Beverage+MSMEs+in+Indonesia+can+create+entertaining+TikTok+social%0D%0Amedia+marketing+content%2C+interaction%2C+follow+the+trends%2C+provide+customization%2C+and+create%0D%0AeWOM+on+their+social+media+so+that+the+FOMO+on+consumers+increases+and+is+accompanied%0D%0Aby+an+increase+in+purchase+intention.+The+influencers%E2%80%99+characteristics+used+should+match+the%0D%0Atargeted+consumers%E2%80%99+characteristics+of+Food+and+Beverage+MSMEs+to+represent+the+TikTok%0D%0Asocial+media+marketing+information+content+that+they+want+to+convey.+The+theoretical%0D%0Acontribution+of+this+study+is+the+strengthening+of+the+model+of+the+five+dimensions+of+social%0D%0Amedia+marketing+on+purchase+intentions+mediated+by+FOMO+and+moderated+by+influencers%2C%0D%0Awhich+integrate+Stimulus+Organism+Response+(SOR)+Theory)%2C+Social+Influence+Theory+(SIT)%2C%0D%0Aand+Social+Information+Processing+Theory+(SIP).%0D%0A.%0D%0AKeywords%3A+Social+Media+Marketing%2C+Fear+Of+Missing+Out+(FOMO)%2C+Purchase+Intention%2C%0D%0AStimulus+Organism+Response+Theory+%2C+Social+and+Influence+Theory%2C+Social%0D%0AInformation+Processing+Theory+(SIP).+&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2024-01-11&rft.type=Disertasi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85120%2F1%2FDISERTASI%2520DIAN%2520SEPTIANA%2520DAFTAR%2520WISUDA-2-3.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85120%2F2%2FDISERTASI%2520DIAN%2520SEPTIANA%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F85120%2F3%2FDISERTASI%2520DIAN%2520SEPTIANA%2520TANPA%2520PEMBAHASAN.pdf&rft.identifier=++DIAN+%2C+SEPTIANA++(2024)+FEAR+OF+MISSING+OUT%3A+ANTESEDEN+DAN+KONSEKUEN+PADA+KONSUMEN+UMKM+MAKANAN+DAN+MINUMAN+DI+INDONESIA.++%5BDisertasi%5D+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F85120%2F