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Determinasi Exposure to Influencer terhadap Purchase Intention dengan FOMO sebagai Variabel Moderasi serta Desire to Mimic dan Materialism sebagai Variabel Mediasi pada Konsumen Retail Digital di Jakarta
Abstract
Di Penelitian ini bertujuan menganalisis pengaruh exposure to influencer terhadap purchase intention konsumen POP MART di Jakarta, dengan desire to mimic dan materialism sebagai variabel mediasi, serta fear of missing out (FOMO) sebagai variabel moderasi. Perkembangan digital telah mendorong perusahaan retail memanfaatkan strategi influencer, khususnya pada produk kolektibel bernilai simbolik dan emosional. Penelitian ini menggunakan pendekatan mixed methods, yakni survei kuantitatif terhadap 230 responden berusia 15–45 tahun dan observasi non-partisipan terhadap interaksi konsumen dengan konten influencer di platform digital. Analisis kuantitatif dilakukan menggunakan SmartPLS 4.1.0.9 melalui uji validitas, reliabilitas, dan evaluasi model struktural. Hasil menunjukkan exposure to influencer tidak berpengaruh signifikan terhadap desire to mimic, namun berpengaruh signifikan terhadap materialism, dan jalur mediasi melalui desire to mimic terbukti signifikan. Sementara itu, FOMO tidak memoderasi hubungan antara exposure to influencer terhadap materialism maupun purchase intention. Temuan observasi mendukung hasil survei, di mana konsumen lebih terpengaruh oleh elemen emosional seperti narasi pribadi dan estetika visual. Implikasi manajerial menunjukkan bahwa POP MART dan pelaku retail perlu memilih influencer yang sesuai dengan psikografis audiens dan membangun storytelling yang kuat. Strategi pemasaran sebaiknya menanamkan nilai simbolik dan menciptakan keinginan untuk meniru, serta membangun ekosistem digital berbasis komunitas untuk memperkuat keterikatan merek. Penelitian ini juga membuka ruang bagi eksplorasi variabel psikologis lainnya serta penguatan pendekatan observasi dalam memahami dinamika konsumen digital.
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DOI: https://doi.org/10.17509/ijdb.v5i2.86526
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