Determinan Purchase Decision pada Produk Viral Food: Peran Social buzz, FOMO, Customer Curiosity dan Hedonic Motivation

Putu Ayu Trisna Febrianty; Ni Putu Dera Yanthi; Nyoman Dewi Pitaloka Cahyadi

doi:10.30640/ekonomika45.v13i2.6568

Authors

Putu Ayu Trisna Febrianty Universitas Pendidikan Nasional
Ni Putu Dera Yanthi Universitas Pendidikan Nasional, Indonesia
Nyoman Dewi Pitaloka Cahyadi Universitas Pendidikan Nasional

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6568

Keywords:

Social Buzz, FOMO, Consumer Curiosity, Hedonic Motivation, Purchase Intention

Abstract

The rapid growth of social media has encouraged the emergence of the viral food phenomenon, which influences consumer behavior in purchasing food products. Dubai Chewy Cookie is one of the viral food products that has gained popularity through digital platforms such as TikTok and Instagram. This study aims to analyze the influence of social buzz, FOMO, consumer curiosity, and hedonic motivation on consumers’ purchase intention toward Dubai Chewy Cookie products. This research employed a quantitative approach with a causal associative research design. Data were collected through questionnaires distributed to 120 respondents domiciled in Denpasar City who had known or purchased Dubai Chewy Cookie products. The data were analyzed using multiple linear regression with the assistance of SPSS software. The results showed that social buzz, FOMO, consumer curiosity, and hedonic motivation have a positive and significant effect on consumers’ purchase intention. These findings indicate that social media exposure, fear of missing trends, curiosity toward products, and hedonic motivation are important factors driving consumers’ intention to purchase viral food products. This study contributes to the development of digital consumer behavior literature, particularly regarding the viral food phenomenon in the social media era.

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