Representasi Fear of Missing Out (FOMO) dalam Strategi Promosi Umrah

https://doi.org/10.35912/simo.v6i3.4956
Published: Oct 15, 2025

Abstract:

Purpose: This study aims to explore the influence of Fear of Missing Out (FoMO)-based marketing strategies on Umrah consumer decision-making in the digital era. FoMO as a psychological phenomenon that develops due to the use of social media has been shown to influence consumption behavior widely, including in the context of religious travel.

Methodology/approach: The approach used in this study is qualitative with a literature study method, examining relevant research results from internationally reputable journals for the last five years. Previous research has shown that FoMO correlates positively with purchase intent, especially through temporary marketing content and the role of social media influencers.

Results/findings: In the context of Umrah, a promotional strategy that emphasizes quota limitations, departure times, and testimonials from previous pilgrims is able to create a perception of urgency and emotional attachment of potential consumers. This study concludes that FoMO can be an important variable in crafting marketing strategies that are more effective and relevant to today's digital Muslim generation.

Conclusion: FoMO significantly shapes consumer behavior in umrah travel, where urgency-based marketing and digital content enhance purchase intention. However, its application should be sensitively aligned with spiritual values and community togetherness, not merely emotional pressure.

Limitations: Limited to only variables FOMO, Marketing Strategy, Promotion, Consumer, Umrah, Qualitative Studies with the results.

Contribution: The contribution of this research lies in the integration of digital psychology perspectives, religious consumer behaviuor, and ethical marketing strategies, as well as providing direction for further research and practical implications for the Umrah travel service industry players.

Keywords:
1. Consumer
2. FoMO
3. Marketing Strategy
4. Promotion
5. Umrah
6. Qualitative Studies
Authors:
1 . Ryan Firdiansyah Suryawan
2 . Suharto Abdul Madjid
3 . Yosi Pahala
4 . Kamsariaty Kamsariaty
5 . Nanda Pramana Putra
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How to Cite
Suryawan, R. F., Madjid, S. A., Pahala, Y., Kamsariaty, K., & Putra, N. P. (2025). Representasi Fear of Missing Out (FOMO) dalam Strategi Promosi Umrah. Studi Ilmu Manajemen Dan Organisasi, 6(3), 843–856. https://doi.org/10.35912/simo.v6i3.4956
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Issue & Section
Vol. 6 No. 3 (2025): Oktober
Articles
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References

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    Budnick, C. J., Rogers, A. P., & Barber, L. K. (2020). The fear of missing out at work: Examining costs and benefits to employee health and motivation. Computers in Human Behavior, 104(October 2018), 106161. https://doi.org/10.1016/j.chb.2019.106161

    Dinh, T. C. T., & Lee, Y. (2021). “I want to be as trendy as influencers”–how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364.

    Disha, N. A., Tahmid, M., & Limited, T. P. (2023). Social Media Marketing and Consumer Buying Behavior: A Literature Review. European Journal of Business and Management, April. https://doi.org/10.7176/ejbm/15-8-02

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    Rachmad Edhie Yoesoep, Sudiarti Sri, Turi Ode La, Fajariana Endah Dewi, Kisworo Yudo, Suryawan Firdiansyah Ryan, Tanadi Hendy, Kusnadi, Susilawati Eka, Yusran Rahmat Rio, Juminawati Sri, Sukrisni Andy, K. S. (2022). Manajemen Pemasaran. In Eureka Media Aksara.

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    Siagian, N., Lubis, S., & Dalimunthe, R. F. (2003). Marketing Communications and Promotion Strategies for Entrepreneurs. 1993, 12152–12158.

    Suryawan, R. F., Kamsariaty, K., Perwitasari, E. P., Maulina, E., Maghfuriyah, A., & Susilowati, T. (2024). Digital Strategy Model in Strengthening Brand Image to Maintain Customer Loyalty (Case Study on Umrah and Hajj Travel Agency). East Asian Journal of Multidisciplinary Research, 2(12), 5045–5056. https://doi.org/10.55927/eajmr.v2i12.6960

    Suryawan, R. F., Maulina, E., Kamar, K., Latuconsina, A. S., Safari, B., Sugiyo, Wahdiniawati, S. A., Suryaningsih, L., Nervilia, I., Wiwaha, A., & Endri, E. (2023). Improving Consumer Loyalty by Providing Service Excellent and Utilizing Business Relationships. WSEAS Transactions on Business and Economics, 20(July), 1463–1476. https://doi.org/10.37394/23207.2023.20.129

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  1. Abdullah, I. (2025). Jurnal Ilmu Psikologi dan Kesehatan PSYCHOLOGY AND HEALTH OF INDONESIAN UMRAH PILGRIMS?: EXPLORING MENTAL AND PHYSICAL WELL-BEING DURING THE. 125–136.
  2. Alfina, Hartini, S., & Mardhiyah, D. (2023). FOMO related consumer behaviour in marketing context: A systematic literature review. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2250033
  3. Aprelyani, S. (2024). Strategi Manajemen Pemasaran?: Peran Promosi , Media Sosial , dan Harga dalam Meningkatkan Penjualan Produk. xx(xx), 37–43.
  4. Bhatti, W. A., Larimo, J., & Servais, P. (2020). Relationship learning: A conduit for internationalization. International Business Review, 29(3). https://doi.org/10.1016/j.ibusrev.2020.101694
  5. Bright, L. F., & Logan, K. (2018). Is my fear of missing out (FOMO) causing fatigue? Advertising, social media fatigue, and the implications for consumers and brands. Internet Research, 28(5), 1213–1227. https://doi.org/10.1108/IntR-03-2017-0112
  6. Budnick, C. J., Rogers, A. P., & Barber, L. K. (2020). The fear of missing out at work: Examining costs and benefits to employee health and motivation. Computers in Human Behavior, 104(October 2018), 106161. https://doi.org/10.1016/j.chb.2019.106161
  7. Dinh, T. C. T., & Lee, Y. (2021). “I want to be as trendy as influencers”–how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364.
  8. Disha, N. A., Tahmid, M., & Limited, T. P. (2023). Social Media Marketing and Consumer Buying Behavior: A Literature Review. European Journal of Business and Management, April. https://doi.org/10.7176/ejbm/15-8-02
  9. Elhai, J. D., Yang, H., & Montag, C. (2021). Fear of missing out (Fomo): Overview, theoretical underpinnings, and literature review on relations with severity of negative affectivity and problematic technology use. Brazilian Journal of Psychiatry, 43(2), 203–209. https://doi.org/10.1590/1516-4446-2020-0870
  10. Fatima, M. (2024). Journey of the Soul?: Exploring Female Subjective Experiences Post-Umrah Pilgrimage. 1, 43–51.
  11. Habib, M. D., & Bekun, F. V. (2023). Does religiosity matter in impulsive psychology buying behaviors? A mediating model and empirical application. Current Psychology, 42(12), 9986–9998. https://doi.org/10.1007/s12144-021-02296-0
  12. Hodkinson, C. (2019a). ‘Fear of Missing Out’(FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88.
  13. Hodkinson, C. (2019b). ‘Fear of Missing Out’ (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88. https://doi.org/10.1080/13527266.2016.1234504
  14. Jibril, A. B., Amoah, J., Panigrahi, R. R., & Gochhait, S. (2024). Digital transformation in emerging markets: the role of technology adoption and innovative marketing strategies among SMEs in the post – pandemic era. International Journal of Organizational Analysis. https://doi.org/10.1108/IJOA-05-2024-4509
  15. Kang, I., & Ma, I. (2020). A study on bandwagon consumption behavior based on fear of missing out and product characteristics. Sustainability (Switzerland), 12(6). https://doi.org/10.3390/su12062441
  16. Latief, F., & Rizal, F. (2024). ( MANAGEMENT & BUSINESS CHALLENGES IN DIGITAL ERA ) The Evolution of Consumer Behavior in the Digital Era and Its. 2(1), 304–316.
  17. Lee, J. A., Bright, L. F., & Eastin, M. S. (2021). Fear of Missing out and Consumer Happiness on Instagram: A Serial Mediation of Social Media Influencer-Related Activities. Cyberpsychology, Behavior, and Social Networking, 24(11), 762–766. https://doi.org/10.1089/cyber.2020.0431
  18. Lembregts, C., & Pena-Marin, J. (2021). Numbers and Units Affect Goal Pursuit Organization and Motivation. Journal of Consumer Psychology, 31(1), 37–54. https://doi.org/10.1002/jcpy.1179
  19. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3
  20. Li, H., & Wu, W. (2024). Loan default predictability with explainable machine learning. Finance Research Letters, 60(72373024), 104867. https://doi.org/10.1016/j.frl.2023.104867
  21. Morokhova, V., Batyrbekova, Z., Bondarenko, O., Ustik, T., Saiensus, M., & Travin, V. (2023). Digitalization Strategies for Marketing Communications to Build Relationship Marketing: Modern Solutions in Brand Management. WSEAS Transactions on Environment and Development, 19, 1231–1245. https://doi.org/10.37394/232015.2023.19.112
  22. Pearson, S., & Malthouse, E. (2024). Fifth Generation IMC: Expanding the scope to Profit, People, and the Planet. http://arxiv.org/abs/2404.04740
  23. Ploum, L., Blok, V., Lans, T., & Omta, O. (2019). Educating for self-interest or -transcendence? An empirical approach to investigating the role of moral competencies in opportunity recognition for sustainable development. Business Ethics, 28(2), 243–260. https://doi.org/10.1111/beer.12214
  24. Rachmad Edhie Yoesoep, Sudiarti Sri, Turi Ode La, Fajariana Endah Dewi, Kisworo Yudo, Suryawan Firdiansyah Ryan, Tanadi Hendy, Kusnadi, Susilawati Eka, Yusran Rahmat Rio, Juminawati Sri, Sukrisni Andy, K. S. (2022). Manajemen Pemasaran. In Eureka Media Aksara.
  25. Rehman, S. U., Gulzar, R., & Aslam, W. (2022). Developing the integrated marketing communication (imc) through social media (sm): the modern marketing communication approach. Sage Open, 12(2), 21582440221099936.
  26. Rusdian, S., Sugiat, J., & Tojiri, Y. (2024). Understanding Consumer Behavior in Marketing Management: A Descriptive Study and Review of Literature. Golden Ratio of Marketing and Applied Psychology of Business, 4(2), 76–87. https://doi.org/10.52970/grmapb.v4i2.416
  27. Siagian, N., Lubis, S., & Dalimunthe, R. F. (2003). Marketing Communications and Promotion Strategies for Entrepreneurs. 1993, 12152–12158.
  28. Suryawan, R. F., Kamsariaty, K., Perwitasari, E. P., Maulina, E., Maghfuriyah, A., & Susilowati, T. (2024). Digital Strategy Model in Strengthening Brand Image to Maintain Customer Loyalty (Case Study on Umrah and Hajj Travel Agency). East Asian Journal of Multidisciplinary Research, 2(12), 5045–5056. https://doi.org/10.55927/eajmr.v2i12.6960
  29. Suryawan, R. F., Maulina, E., Kamar, K., Latuconsina, A. S., Safari, B., Sugiyo, Wahdiniawati, S. A., Suryaningsih, L., Nervilia, I., Wiwaha, A., & Endri, E. (2023). Improving Consumer Loyalty by Providing Service Excellent and Utilizing Business Relationships. WSEAS Transactions on Business and Economics, 20(July), 1463–1476. https://doi.org/10.37394/23207.2023.20.129
  30. Tandon, A., Dhir, A., Almugren, I., AlNemer, G. N., & Mäntymäki, M. (2021). Fear of missing out (FoMO) among social media users: a systematic literature review, synthesis and framework for future research. Internet Research, 31(3), 782–821. https://doi.org/10.1108/INTR-11-2019-0455
  31. Topino, E., Gori, A., Jimeno, M. V., Ortega, B., & Cacioppo, M. (2023). The relationship between social media addiction, fear of missing out and family functioning: a structural equation mediation model. BMC Psychology, 11(1), 1–10. https://doi.org/10.1186/s40359-023-01409-7
  32. Virglerova, Z., Addeo, F., & Zapletalikova, E. (2020). Business dynamism in the world economy. Problems and Perspectives in Management, 18(3), 160–169. https://doi.org/10.21511/ppm.18(3).2020.14
  33. Wu, C. H. J., & Mursid, A. (2020). Loyalty motivations for religious tourism: Indonesian Muslim travelers umrah participating in umrah pilgrimage to Mecca, Saudi Arabia. Tourism Review, 75(2), 466–478. https://doi.org/10.1108/TR-11-2018-0155