THE MILLENNIAL AND GEN Z OBSESSION: VIRAL MARKETING, FOMO, AND EXCLUSIVE APPLE PRODUCTS

Abstract

The rapid development of technology and social media has significantly changed consumer behavior, especially among the millennial generation (Y) and Z. This study aims to analyze the effect of consumer behavior on purchasing decisions, with viral marketing and Fear of Missing Out (FOMO) as mediating variables. The research was conducted on millennial generation (Y) and Z consumers who use Apple products, using quantitative methods by distributing questionnaires to 200 respondents with non-probability sampling techniques, namely the purposive sampling technique. Data collection through interviews, observations, and distributing questionnaires using Google Forms distributed through direct surveys. The data collected was analyzed using SEM-PLS to test the hypothesis that had been formulated. The results of this study concluded (1) There is no effect of viral marketing on consumer behavior, (2) There is a significant positive effect between Fear of Missing Out (FOMO) on Consumer Behavior, (3) Viral Marketing and FOMO mediation in the influence of consumer behavior on purchasing decisions. Managerial implications are important to note that Fear of Missing Out (FOMO) has a significant positive influence on consumer behavior and there is a need to integrate and manage FOMO in Marketing Strategy. In addition, since the study shows that viral marketing and FOMO have a mediating role in their influence on purchase decisions, companies can develop campaigns that effectively combine these two elements.