CLICK, SWIPE, BUY: ANALYZING DIGITAL FOMO’S IMPACT ON PANORAMIC TRAIN TICKET SALES

Abstrak

This study examines the influence of variety-seeking behavior on the panoramic train tickets purchase decision, with FOMO (Fear of Missing Out) contributing as a moderating variable. The study seeks to enhance comprehension of consumer reactions to experience-based transportation products advertised through social media. A quantitative methodology was employed, utilizing data gathered through an online survey from 157 people selected by purposive sampling, specifically targeting KAI users who have experienced the panoramic train. The data were analyzed using SmartPLS 3.0 to investigate the associations among variables. The results suggest that the intention of variety-seeking behavior enhances the purchase decision of panoramic train tickets. However, this effect weakens while customers experience FOMO. This indicates that FOMO might shift purchase decisions from intrinsic motivation to external social influence. Research reveals that FOMO does not contribute to purchasing behavior, particularly with experiential products. This research represents as one of the initial studies in Indonesia to explore the moderating effect of FOMO on variety-seeking behavior regarding panoramic train ticket purchases. provides valuable insights for digital marketing and social media strategies, particularly for the promotion of travel experiences. This study highlights the significance of understanding the psychological factors that can affect consumer behavior in tourism services.