HARNESSING FOMO TO DRIVE GEN Z ENGAGEMENT WITH BRIMO

Abstract

This study analyzes the impact of Fear of Missing Out (FOMO) on the usage decision of the BRImo app among Gen Z users, with the role of reference groups as a mediating factor. The research was conducted using simple random sampling with 173 respondents, and the data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method, version 4. The findings reveal that FOMO has a positive and significant effect on reference groups, which in turn, play a crucial role in influencing usage decisions. While FOMO alone does not significantly impact the decision to use the BRImo app, it shows a significant and positive effect when the influence of reference groups is taken into account, highlighting a full mediation effect. This research provides valuable insights for app developers and marketers by emphasizing the importance of reference groups and social influence on Gen Z's app usage decisions, particularly in the context of fear of missing out on popular trends.