Dinamika Fear of Missing Out (FOMO) dalam Pemasaran Digital UMKM: Perspektif Konsumen Bitung terhadap Konten Promosi dan Keputusan Pembelian
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Abstrak Penelitian ini bertujuan untuk mendeskripsikan dinamika Fear of Missing Out (FOMO) dalam pemasaran digital Usaha Mikro, Kecil, dan Menengah (UMKM) di Kota Bitung melalui perspektif konsumen terhadap konten promosi dan pengaruhnya terhadap keputusan pembelian. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data wawancara mendalam, observasi digital, dan dokumentasi konten. Delapan informan yang memenuhi kriteria partisipasi dipilih melalui purposive sampling. Analisis data mengacu pada model interaktif Miles, Huberman, dan Saldaña yang meliputi reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian mengidentifikasi empat tema utama, yaitu FOMO sebagai pemicu urgensi emosional, peran strategis konten digital dalam mengaktivasi persepsi kelangkaan, manifestasi perilaku impulsif sebagai respons langsung, serta dilema kognitif antara pertimbangan rasional dan dorongan afektif. Temuan menunjukkan bahwa FOMO tidak hanya berfungsi sebagai stimulus pemasaran, tetapi juga dimaknai secara relasional sebagai bentuk partisipasi dalam dukungan ekonomi komunitas (collective responsibility anxiety). Penelitian ini berkontribusi pada literatur perilaku konsumen digital dengan memperluas pemahaman FOMO melalui lensa kualitatif kontekstual, sekaligus menawarkan implikasi praktis bagi UMKM dalam merancang strategi konten yang transparan, autentik, dan berkelanjutan.
The Dynamics of Fear of Missing Out (FOMO) in MSME Digital Marketing: Consumer Perspectives in Bitung on Promotional Content and Purchase Decisions
Abstract
Abstract This study aims to describe the dynamics of Fear of Missing Out (FOMO) in digital marketing of Micro, Small, and Medium Enterprises (MSMEs) in Bitung City through consumer perspectives on promotional content and its influence on purchasing decisions. This study uses a descriptive qualitative approach with data collection techniques of in-depth interviews, digital observation, and content documentation. Eight informants who met the participation criteria were selected through purposive sampling. Data analysis refers to the interactive model of Miles, Huberman, and Saldaña which includes data reduction, data presentation, and conclusion drawing. The results of the study identified four main themes, namely FOMO as a trigger for emotional urgency, the strategic role of digital content in activating scarcity perceptions, the manifestation of impulsive behavior as an immediate response, and the cognitive dilemma between rational considerations and affective drives. The findings indicate that FOMO not only functions as a marketing stimulus, but is also interpreted relationally as a form of participation in community economic support (collective responsibility anxiety). This research contributes to the digital consumer behavior literature by expanding the understanding of FOMO through a contextual qualitative lens, while offering practical implications for MSMEs in designing transparent, authentic, and sustainable content strategies
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