The influence of FoMO and Social Media Marketing on purchasing decisions for Mixue Ice Cream & tea products

  • Anisa Fitriani Department of Management, Faculty of Economics and Social Affairs, Jenderal Achmad Yani Yogyakarta University, Indonesia
  • Ari Okta Viyani Department of Management, Faculty of Economics and Social Affairs, Jenderal Achmad Yani Yogyakarta University, Indonesia
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DOI: https://doi.org/10.26874/portofolio.v21i2.568
Keywords: FoMO, Social Media Marketing, Purchase Intention

Abstract

Mixue Ice Cream & Tea is an ice cream and cold drink franchise company originating from China founded in 1997. Mixue is popular because it goes viral in cyberspace so that the massive opening of Mixue outlets in Indonesia does not escape the viral phenomenon. The research objective is to determine: the influence of FoMO and Social Media Marketing on purchasing decisions for Mixue Ice Cream & Tea products. The data source used is primary and researchers conducted research by distributing questionnaires to 209 respondents of Mixue Ice Cream & Tea customers in Indonesia with the criteria of having bought Mixue products 2 times. This type of research uses quantitative methods. The results showed that FoMO and Social Media Marketing had a positive and significant influence on purchasing decisions.

Published
2024-12-07
How to Cite
Fitriani, A., & Viyani, A. O. (2024). The influence of FoMO and Social Media Marketing on purchasing decisions for Mixue Ice Cream & tea products. Portofolio: Jurnal Ekonomi, Bisnis, Manajemen, Dan Akuntansi, 21(2), 34 - 44. https://doi.org/10.26874/portofolio.v21i2.568
Issue
Vol 21 No 2 (2024): Portofolio: Jurnal Ekonomi, Bisnis, Manajemen dan Akuntansi
Section
Articles

Copyright (c) 2024 Anisa Fitriani, Ari Okta Viyani

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