Sinergi Tren Kuliner Digital dan FOMO terhadap Keputusan Pembelian: Perspektif TAM dan Social Exchange Theory di Blok M

Abstract

The rapid growth of social media has increased the importance of urban consumer behavior dynamics as a key factor in sustaining the modern culinary industry. Although the relationships among social media exposure, psychological factors, and purchase decisions have been widely examined, previous studies have produced inconsistent findings within local retail ecosystems. In addition, the high pressure of digital existence and the shift in shopping orientation from environmental needs to social recognition remain significant challenges in mapping market behavior. This study aims to analyze the effects of culinary trends on social media and the Fear of Missing Out (FOMO) on consumer purchase decisions in the Blok M area, South Jakarta. A quantitative approach was employed using a survey method involving 81 respondents who had previously conducted culinary purchase transactions, selected through purposive sampling. Data were collected using digital questionnaires and analyzed through multiple linear regression with the assistance of SPSS software. The results indicate that culinary trends on social media have a positive and significant effect on consumer purchase decisions (β = 0.614; p = 0.000), while the Fear of Missing Out (FOMO) also exerts a positive and significant influence on consumer purchase decisions (β = 0.172; p = 0.027). Simultaneously, both variables significantly affect purchase decisions, with a coefficient of determination of 46.4% (𝑅²= 0.464). These findings suggest that consumer purchase decisions in culinary ecosystems are developed through the combination of external information exposure and the fulfillment of user psychological needs. The novelty of this study lies in the development of an integrative perspective that positions social media as an external information stimulus (value creator) and FOMO as an internal social urgency driver (social risk reducer) in the formation of consumer purchase decisions in urban areas. This study extends the integration of the Technology Acceptance Model (TAM) and Social Exchange Theory in explaining consumer behavior within digital commerce. Furthermore, the findings provide practical implications for culinary business operators in designing strategies to enhance user engagement and foster long-term customer loyalty.