Scarcity-Atmosphere: FOMO and Experiential on Purchase Decision in the Coffe Shop
DOI:
https://doi.org/10.30640/jmcbus.v4i2.6136Keywords:
Brand Awareness, FOMO Tendency, Makassar City, Purchase Decision, Store AtmosphereAbstract
This study investigates the impact of Fear of Missing Out (FOMO) and store ambiance on purchase decisions in cafés in Makassar City, with brand awareness as a mediating factor. Data were obtained through surveys administered to 223 cafe consumers and analyzed using an explanatory model within a quantitative methodology. Partial Least Squares – Structural Equation Modeling (PLS-SEM) was used in this investigation. The findings demonstrate that FOMO and store atmosphere both have a significant positive impact on brand awareness and directly influence consumers' purchasing decisions. Brand awareness, moreover, acts as an essential mediator between these factors and consumer behavior. According to the results, FOMO and the store environment together account for 50.7% of the variation in brand awareness, and the complete model explains 69.9% of the variation in buying decisions. This research highlights the value of creating immersive atmospheres and leveraging psychological urgency to boost brand visibility and encourage consumer purchase, offering real-world applications for café marketers in urban locations.
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