THE IMPACT OF SOCIAL MEDIA MARKETING AND PRODUCT KNOWLEDGE ON PURCHASE INTENTION FOR ECO-FRIENDLY TUMBLERS: THE MEDIATING ROLE OF FOMO IN INDONESIA

Abstract

This study examines the influence of Social Media Marketing and Product Knowledge on Purchase Intention toward eco-friendly tumbler products, with Fear of Missing Out (FOMO) as a mediating variable. A quantitative research approach was employed, with data collected through online questionnaires distributed to active social media users in Indonesia, particularly those interested in green products such as tumblers. The sampling technique used is purposive sampling, with 170 respondents. The collected data were analyzed using SmartPLS version 4. The analysis included descriptive statistics, convergent and discriminant validity tests, reliability tests, coefficient of determination (R²), hypothesis testing (t-test and p-value), and mediation testing. The results indicate that both Social Media Marketing and product knowledge have a positive and significant effect on purchase intention. Furthermore, FOMO was found to mediate the relationship between Social Media Marketing and Product Knowledge with Purchase Intention, suggesting that FOMO strengthens the influence of marketing strategies and product understanding on consumer buying interest. These findings imply that a combination of product education and psychological appeal, such as FOMO, is an effective strategy for increasing purchase intention for eco-friendly products among social media users in Indonesia.