Pengaruh SMM terhadap Pembelian Tidak Terencana Dimediasi Perilaku FoMO pada Aroma Baking

https://doi.org/10.35912/jakman.v6i4.4566
Published: Sep 12, 2025

Abstract:

Purpose: This study aims to examine the effect of social media marketing on unplanned purchases, with FoMO behavior as a mediating factor, at Aroma Baking.

Research methodology: This research uses a quantitative approach with a survey design, with a sample of 105 respondents. The sample was determined using a purposive sampling technique. The data were statistically analyzed using the SEM-PLS method using Smart PLS 4.1.

Result: This study demonstrates that social media marketing significantly influences unplanned purchases (? = 0.672, p = 0.000) and FoMO behavior (? = 0.954, p = 0.000). FoMO behavior also significantly affects unplanned purchases (? = 0.317, p = 0.000) and mediates the relationship between social media marketing and unplanned purchases (? = 0.303, p = 0.000).

Conclusion: This study shows that social media marketing has a positive and significant effect on unplanned purchases, both directly and through the mediation of FoMO behavior. FoMO is shown to strengthen the relationship between social media marketing and consumers' impulse to buy spontaneously on Aroma Baking products.

Limitations: This research has limitations that need to be considered, namely the object of research is only focused on one UMKM, namely Aroma Baking in Palu City, so that the findings cannot be generalized to similar businesses in other regions or sectors. For this reason, the suggestions in this study are, for companies to examine whether certain age groups or segments are more prone to FoMO and impulse buying, so that marketing strategies can be more targeted.

Contribution: The findings can be useful as a practical reference for local businesses in Palu and surrounding areas in developing more effective social media-based marketing strategies.

Keywords:
1. FoMO Behavior
2. Social Media Marketing
3. Unplanned Purchases.
Authors:
1 . Adiva Nabil
2 . Maskuri Sutomo
3 . Ponirin Ponirin
4 . Mohammad Zeylo Auriza
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How to Cite
Nabil, A. ., Sutomo, M. ., Ponirin, P., & Auriza, M. Z. . (2025). Pengaruh SMM terhadap Pembelian Tidak Terencana Dimediasi Perilaku FoMO pada Aroma Baking. Jurnal Akuntansi, Keuangan, Dan Manajemen, 6(4), 977–990. https://doi.org/10.35912/jakman.v6i4.4566
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Vol. 6 No. 4 (2025): September
Articles
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    Arbaiah, M., Pandjaitan, D., & Ambarwati, D. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 2(1), 55–65. https://doi.org/10.35912/rambis.v2i1.1477

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    Ekasari, S., & Surip, N. (2025). Pengaruh Persepsi Harga , Endorser , dan E-WOM terhadap Minat Beli Skintific di Cilandak Jakarta Selatan ( The Influence of Price Perception , Endorsers , and E-WOM on Purchase Interest of Skintific in Cilandak , South Jakarta ). 6(2), 371–384. http://dx.doi.org/10.35912/jakman.v6i2.3670

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    Hikam, I. F. (2024). SEIKO?: Journal of Management & Business Pengaruh Social Media Marketing terhadap Brand Image dan Purchase Decision Produk Beauty and Skincare di TikTok dengan Moderasi Fear of Missing Out ( FOMO ). 7(1), 564–578. https://doi.org/10.37531/sejaman.v7i1.7733

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    Nugraha, A., & Adialita, T. (2021). Pengaruh Social Media Marketing terhadap Minat Berkunjung Wisatawan di Kota Bandung Melalui Nilai yang Dipersepsikan. Jurnal Akuntansi, Keuangan, Dan Manajemen, 2(3), 195–212. https://doi.org/10.35912/jakman.v2i3.381

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    Ramadhani, Y., Ds, R., & Halidy, A. El. (2022). Pengaruh FoMO, Kesenangan Berbelanja dan Motivasi Belanja Hedonis Terhadap Keputusan Pembelian Tidak Terencana di E-Commerce Shopee Pada Waktu Harbolnas. Jurnal Ekonomi Dan Bisnis, 11(3), 1–11. https://doi.org/10.34308/eqien.v11i03.1098

    Rizky, A., Mulyadi, D., & Sungkono. (2024). Pengaruh Fear of Missing Out (Fomo) Terhadap Perilaku Konsumen Dalam Pembelian Produk Viral Di Media Sosial Pada Gen-Z (Studi Kasus Di Kabupaten Karawang). Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, 211(9), 211–219. http://jurnal.kolibi.org/index.php/neraca

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    Rombe, E., Zahara, Z., Santi, I. N., & Rahadhini, M. D. (2021). Exploring E-mobile banking implementation barriers on indonesian millennial generation consumers. International Journal of Data and Network Science, 5(4), 579–586. https://doi.org/10.5267/j.ijdns.2021.8.010

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    Wahyuningsih, W., Nasution, H., Yeni, Y. H., & Roostika, R. (2022). The Drivers of Repurchase Intention During The Corona Pandemic: An Examination of Gender Difference. Asean Marketing Journal, 14(1). https://doi.org/10.21002/amj.v14i1.1149

    Widyayanti, E. R. (2023). Pengaruh Social Media Dan Marketplace Marketing Terhadap Perilaku Impulse Buying Dengan Digital Payment Sebagai Moderating. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 3(4), 1441–1469. https://doi.org/10.32477/jrabi.v3i4.858

    Wulandari, N., & Isa, M. (2025). Pengaruh Online Customer Review dan Flash Sale Promotion yang Dimediasi oleh Sikap terhadap Minat Beli Skincare Skintific pada Marketplace Shopee ( The Influence of Online Customer Reviews and Flash Sale Promotions Mediated by Attitudes on Interest in Buy. 4(2), 303–318. https://doi.org/10.35912/sakman.v4i2.3874

    Zahara, Z., Muslimin, M., & Buntuang, P. C. D. (2022). The impact of marketing innovations and business plans on business sustainability during the COVID-19 pandemic. Innovative Marketing, 18(3), 121–135. https://doi.org/10.21511/im.18(3).2022.11

    Zahara, Z., Rombe, E., Ngatimun, N., & Suharsono, J. (2021). The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. International Journal of Data and Network Science, 5(3), 471–478. https://doi.org/10.5267/j.ijdns.2021.4.001

  1. Adam, R. P., Suardi, & Lahay, M. (2023). Pricing strategy and marketing distribution channels on customer satisfaction and purchasing decision for green products. Uncertain Supply Chain Management, 11(4), 1467–1476. https://doi.org/10.5267/j.uscm.2023.7.022
  2. Arbaiah, M., Pandjaitan, D., & Ambarwati, D. (2022). Pengaruh Dimensi Motivasi Belanja Hedonis terhadap Pembelian Impulsif pada Situs Marketplace Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 2(1), 55–65. https://doi.org/10.35912/rambis.v2i1.1477
  3. Arifin, M., Mismiwati, M., & Anwar, D. (2024). The Effect of Fomo (Fear of Missing Out) and Price Discount on Impulse Buying with Religiosity as a Moderating Variable in Palembang City People Who Shop at E-Commerce Shopee. International Journal of Multidisciplinary Research and Analysis, 07(05), 2068–2076. https://doi.org/10.47191/ijmra/v7-i05-34
  4. Asyida, M. Z., & Ahmadi, M. A. (2025). Pengaruh Fomo ( Fear of Missing Out ) Terhadap Impulse Buying pada Suatu Produk Fashion di Marketplace ( Tokopedia ). Journal of Multidisciplinary Inquiri in Science Technology and Educational Research, 2(1).
  5. Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). the Digital Marketing To Influence Customer Satisfaction Mediated By Purchase Decision. Jurnal Aplikasi Manajemen, 21(3), 578–592. https://doi.org/10.21776/ub.jam.2023.021.03.03
  6. Ekasari, S., & Surip, N. (2025). Pengaruh Persepsi Harga , Endorser , dan E-WOM terhadap Minat Beli Skintific di Cilandak Jakarta Selatan ( The Influence of Price Perception , Endorsers , and E-WOM on Purchase Interest of Skintific in Cilandak , South Jakarta ). 6(2), 371–384. http://dx.doi.org/10.35912/jakman.v6i2.3670
  7. Ferdinand, A. T., & Wahyuningsih, W. (2018). Salespeople’s innovativeness: A driver of sales performance. Management and Marketing, 13(2), 966–984. https://doi.org/10.2478/mmcks-2018-0016
  8. Ghinarahima, C. N., & Idulfilastri, R. M. (2024). Peran FoMO sebagai Mediator pada Penggunaan Media Sosial terhadap Perilaku Pembelian Impulsif Produk Skincare. 4, 4316–4329. https://doi.org/10.31004/innovative.v4i6.16446
  9. Gifahri, M., Thahir, H., Parani, S., & Samudra, S. (2024). Analisis Efektivitas Marketing Media Sosial Instagram Terhadap Keputusan Pelanggan Dezato Brownies. Maeswara?: Jurnal Riset Ilmu Manajemen Dan Kewirausahaan, 2(2), 73–80. https://doi.org/10.61132/maeswara.v2i2.728
  10. Hamizar, A., Karnudu, F., Relubun, D. A., & Saimima, S. (2024). Consumer impulse buying behavior based on FOMO psychology in the digital era. International Conference of Multidisciplinary Cel: Proceeding, 1(1), 134–142. https://proceeding.ressi.id/index.php/IConMC/article/view/29
  11. Hikam, I. F. (2024). SEIKO?: Journal of Management & Business Pengaruh Social Media Marketing terhadap Brand Image dan Purchase Decision Produk Beauty and Skincare di TikTok dengan Moderasi Fear of Missing Out ( FOMO ). 7(1), 564–578. https://doi.org/10.37531/sejaman.v7i1.7733
  12. Mentari Septynaputri Widodo. (2024). Pengaruh Impulse Buying Dan Sales Promotion Terhadap Impulse Buying Dengan Gender Sebagai Variabel Moderasi. Jurnal Bisnis Terapan, 8(1), 36–44. https://doi.org/10.24123/jbt.v8i1.6395
  13. Muzakir, Bachri, S., Adam, R. P., & Wahyuningsih. (2021). The analysis of forming dimensions of e-service quality for online travel services. International Journal of Data and Network Science, 5(3), 239–244. https://doi.org/10.5267/j.ijdns.2021.6.010
  14. Nasution, H., Yeni, Y. H., & Roostika, R. (2022). A comparative study of generations X , Y , Z in food purchasing behavior?: the relationships among customer value , satisfaction , and Ewom A comparative study of generations X , Y , Z in food purchasing behavior?: the relationships among customer value ,. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2105585
  15. Ngadiman, S., & Pradana, B. (2024). Pengaruh Hedonic Shopping Motives, Sales Promotion, Fashion Involvement terhadap Impulse Buying Shopee. Reviu Akuntansi, Manajemen, Dan Bisnis, 4(1), 13–31. https://doi.org/10.35912/rambis.v4i1.2988
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  17. Noer, L. R., Prihananto, P., Asokawati, A., Ninglasari, S. Y., & Rai, N. G. M. (2024). Pengaruh Fear of Missing Out (FOMO) dan Social Media Marketing terhadap Niat Pembelian pada Produk Healthy. Jurnal Sosial Humaniora, 17(1), 103. https://doi.org/10.12962/j24433527.v17i1.20562
  18. Novrina, P. D., Chandra, R. F., Meifari, V., & Br, F. (2025). Economics and Digital Business Review The Application of Fear Of Missing Out Attitude and Frugal Living Concept to Investment Decisions of PT . BPR Duta Kepulauan Riau Employees. 6(1), 493–503.
  19. Nugraha, A., & Adialita, T. (2021). Pengaruh Social Media Marketing terhadap Minat Berkunjung Wisatawan di Kota Bandung Melalui Nilai yang Dipersepsikan. Jurnal Akuntansi, Keuangan, Dan Manajemen, 2(3), 195–212. https://doi.org/10.35912/jakman.v2i3.381
  20. Pakasi, M. C. N. (2024). Implementasi Sosial Media Marketing Dalam Membangun Citra Sekolah. Jurnal Riset Ekonomi Dan Manajemen, 15(6), 95–101. https://jurnalhost.com/index.php/jrem/article/view/1324
  21. Ramadhani, Y., Ds, R., & Halidy, A. El. (2022). Pengaruh FoMO, Kesenangan Berbelanja dan Motivasi Belanja Hedonis Terhadap Keputusan Pembelian Tidak Terencana di E-Commerce Shopee Pada Waktu Harbolnas. Jurnal Ekonomi Dan Bisnis, 11(3), 1–11. https://doi.org/10.34308/eqien.v11i03.1098
  22. Rizky, A., Mulyadi, D., & Sungkono. (2024). Pengaruh Fear of Missing Out (Fomo) Terhadap Perilaku Konsumen Dalam Pembelian Produk Viral Di Media Sosial Pada Gen-Z (Studi Kasus Di Kabupaten Karawang). Neraca: Jurnal Ekonomi, Manajemen Dan Akuntansi, 211(9), 211–219. http://jurnal.kolibi.org/index.php/neraca
  23. Romadhoni, B., Akhmad, A., Naldah, N., & Rossanty, N. (2023). Purchasing Decisions Effect of Social Media Marketing, Electronic Word of Mouth (eWOM), Purchase Intention. Journal of Accounting and Finance Management, 4(1), 74–86. https://doi.org/10.38035/jafm.v4i1.194
  24. Rombe, E., Zahara, Z., Santi, I. N., & Rahadhini, M. D. (2021). Exploring E-mobile banking implementation barriers on indonesian millennial generation consumers. International Journal of Data and Network Science, 5(4), 579–586. https://doi.org/10.5267/j.ijdns.2021.8.010
  25. Santoso, R. P., & Risan, R. (2023). the Influence of Store Atmosphere and Social Media Marketing on Impulse Buying Behavior. Journal of Humanities and Social Studies, 1(03), 928–934.
  26. Sapurno, D., Yahya, A., Purnamasari, P., & Wulandari, A. (2024). Fear of Missing Out as Intervening in Digital Marketing and Brand Image to Purchase Decision. Jurnal Kental, 01(Maret), 38–56.
  27. Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif dan R&D (2nd ed.). Alfabeta, cv.
  28. Suhartini, & Maharani, D. (2023). Peran Fear Of Missing Out (FoMO) Dalam Perilaku Konsumen Terhadap Keputusan Pembelian. Economics and Digital Business Review, 4(2), 349–356. https://doi.org/10.37531/ecotal.v4i2.613
  29. Suparman, S., Muzakir, M., Wahyuningsih, W., Tope, P., & Ponirin, P. (2023). Promoting tourism governance and supply chain management in the competitiveness of tourism sector. Uncertain Supply Chain Management, 11(3), 1247–1256. https://doi.org/10.5267/j.uscm.2023.3.023
  30. Tambun, L., Mangantar, M., & Poluan, J. (2024). L . H . Tambun ., M . Mangantar ., J . G . Poluan . Impulse Buying Pada Produk Converse di Manado Town Square the Influence of Brand Image , Socisl Media Marketing , Discount Toward Impulse Buying on Converse Products in Manado Town Square Jurnal EMBA Vol. 12(3), 58–69. https://doi.org/10.35794/emba.v12i03.56459
  31. Tambunan, J. W., Riorini, S. V., & Kautsar, K. Al. (2024). Pengaruh Social Media Marketing , Mobile Marketing , dan Email Marketing terhadap Impulsive Buying Behavior. Jurnal Pendidikan Tambusai, 7, 27947–27956. https://jptam.org/index.php/jptam/article/view/11240%0
  32. Tumundo, A. Y., Kindangen, P., & Tumewu, F. J. (2022). the Effects of Price Discount and in-Store Display on Impulsive Buying Behavior (Case Study: Customer H&M in Jakarta). Jurnal EMBA, 10(1), 1263–1273. https://doi.org/10.35794/emba.v10i1.39442
  33. Wahyuningsih, W., Nasution, H., Yeni, Y. H., & Roostika, R. (2022). The Drivers of Repurchase Intention During The Corona Pandemic: An Examination of Gender Difference. Asean Marketing Journal, 14(1). https://doi.org/10.21002/amj.v14i1.1149
  34. Widyayanti, E. R. (2023). Pengaruh Social Media Dan Marketplace Marketing Terhadap Perilaku Impulse Buying Dengan Digital Payment Sebagai Moderating. Jurnal Riset Akuntansi Dan Bisnis Indonesia, 3(4), 1441–1469. https://doi.org/10.32477/jrabi.v3i4.858
  35. Wulandari, N., & Isa, M. (2025). Pengaruh Online Customer Review dan Flash Sale Promotion yang Dimediasi oleh Sikap terhadap Minat Beli Skincare Skintific pada Marketplace Shopee ( The Influence of Online Customer Reviews and Flash Sale Promotions Mediated by Attitudes on Interest in Buy. 4(2), 303–318. https://doi.org/10.35912/sakman.v4i2.3874
  36. Zahara, Z., Muslimin, M., & Buntuang, P. C. D. (2022). The impact of marketing innovations and business plans on business sustainability during the COVID-19 pandemic. Innovative Marketing, 18(3), 121–135. https://doi.org/10.21511/im.18(3).2022.11
  37. Zahara, Z., Rombe, E., Ngatimun, N., & Suharsono, J. (2021). The effect of e-service quality, consumer trust and social media marketing on intention to use online transportation services. International Journal of Data and Network Science, 5(3), 471–478. https://doi.org/10.5267/j.ijdns.2021.4.001