Sonia Wiji Astutik 

Universitas Islam Nahdatul Ulama Jepara

Mohamad Rifqy Roosdhani

Universitas Islam Nahdatul Ulama Jepara

DOI: https://doi.org/10.19184/jeam.v25i1.60002

Keywords: Fear Of Missing Out, Online Customer Reviews, Perceived Emotional Value, Purchase Decisions.

ABTRACT

The development of digital technology has transformed consumer behavior patterns in purchasing products, including in the fashion industry. One important phenomenon is Fear of Missing Out (FOMO), which describes a psychological condition characterized by anxiety and dissatisfaction when individuals feel left behind trends or opportunities perceived as valuable. This study aims to analyze the effect of FOMO on purchase decisions for Jejebag fashion products, with Online Customer Reviews (OCR) and Perceived Emotional Value (PEV) considered as mediating variables. This research employs a quantitative approach using a questionnaire survey method. The data analysis stage was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach, operated via SmartPLS 4.0 software. The results indicate that FOMO has a significant positive direct effect as well as indirect effects through the mediation of OCR and PEV on purchase decisions. The research model shows an R-square value of 0.817, indicating strong predictive power. Practically, these findings highlight the importance of urgency-based marketing strategies such as limited-time promotions and special edition products, as well as optimizing customer reviews and emotionally driven narrative campaigns to enhance purchase decisions for fashion products in the digital era.

Keywords: Fear Of Missing Out, Online Customer Reviews, Perceived Emotional Value, Purchase Decisions.

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