Fear of Missing Out, Interaksi Media Sosial, dan Niat Beli Tiket Pendakian: Peran Mediasi Faktor Sumber dan Kualitas Konten
DOI:
https://doi.org/10.38035/jimt.v8i2.10040Keywords:
FoMO (Fear of Missing Out), interaksi sosial media, Kualitas Konten, Niat Beli, Tiket PendakianAbstract
Konten pendakian beredar luas di media sosial, tetapi belum jelas apakah fear of missing out yang dipicunya berujung pada permintaan tiket pendakian. Penelitian ini bertujuan menguji pengaruh state fear of missing out terhadap interaksi media sosial dan niat beli tiket pendakian, serta peran mediasi kredibilitas sumber, homofili sumber, dan kualitas konten. Metode penelitian berupa survei daring terhadap 179 pengguna media sosial di Indonesia yang mendaki gunung dalam 12 bulan terakhir, dianalisis dengan partial least squares structural equation modelling. Hasil penelitian menunjukkan bahwa state fear of missing out tidak berpengaruh terhadap interaksi media sosial maupun niat beli. Interaksi media sosial meningkatkan kredibilitas sumber dan kualitas konten, tetapi tidak meningkatkan homofili sumber. Homofili sumber dan kualitas konten meningkatkan niat beli dan keterlibatan perilaku, sedangkan kredibilitas sumber tidak, dan kualitas konten menjadi satu-satunya mediator. Kebaruan penelitian ini adalah bukti bahwa pendaki bertindak berdasarkan isi konten, bukan berdasarkan siapa yang mengunggahnya.
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