The Effect Fears of Missing Out (Fomo) on Women Muslims Consumer

Abstract

The phenomenon of fear of missing out (FoMO) among the current generation Z has become a quite unique phenomenon from the perspective of consumer behavior. The FoMO phenomenon of cosmetic products is very interesting to see what factors can influence this. the emergence of FoMO behavior that has an impact on consumer behavior. This study uses a quantitative approach with non-probability sampling techniques because researchers do not know for sure the actual number of the study population. The sampling technique used was a purposive sampling technique because the respondents and samples from this study used several criteria. Meanwhile, data analysis in this study uses structural equation modeling with SmartPLS software. The results show that the factors that influence FoMO arise significantly from the influence of Social Media Marketing and Influencer Marketing, where FoMO has a positive effect on changes in consumer behavior.