Pemanfaataan Fear of Missing Out  (FOMO) sebagai Strategi Pemasaran UMKM Kuliner di Kota Kupang

Septia Sakalini Dioh; Jappy P. Fanggidae; Taqwa Sultan

doi:10.47200/jnajpm.v11i1.3536

Authors

Septia Sakalini Dioh Politeknik Negeri Kupang Indonesia
Jappy P. Fanggidae Politeknik Negeri Kupang Indonesia
Taqwa Sultan Politeknik Negeri Kupang Indonesia

DOI:

https://doi.org/10.47200/jnajpm.v11i1.3536

Keywords:

FOMO, Marketing Strategy, Culinary MSMEs, Generation Z Consumers

Abstract

Rapid advances in digital technology require Micro, Small, and Medium Enterprises (MSMEs) to be adaptable in their marketing strategies. Generation Z, as a group with a high internet penetration rate (around 70%), has given rise to the Fear of Missing Out (FOMO) phenomenon. This study aims to examine the implementation of the FOMO phenomenon as a marketing strategy among MSMEs and to analyze its effectiveness in enhancing product appeal and influencing purchasing decisions. The method used is a qualitative approach with case studies of SME operators who utilize social media as a promotional tool. The results show that the application of FOMO strategies through viral content, time-limited promotions, and the utilization of social media trends can increase the visibility of SME products and encourage consumer engagement. As a community development, FOMO has proven effective in driving of MSMEs in the digital market and improving people's purchasing decisions.

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