Analisis Pengaruh FOMO terhadap Keputusan Pembelian Pada Bisnis Milk Tea di Tangerang

This study aims to analyze the influence of fear of missing out (FOMO) on consumer purchase decisions in milk tea businesses in Tangerang using a quantitative method. FOMO is relevant because milk tea promotion is increasingly shaped by viral content, store queues, user reviews, influencer recommendations, and limited-time offers on social media. This paper reviews scholarly articles, digital industry reports, and statistical publications from 2021-2025 related to FOMO, consumer behavior, electronic word of mouth, social media marketing, and bubble tea or milk tea consumption.