The Influence of Marketing Strategies on FoMO and Customer Purchase Intention: In Retail Industries

This study examines how the 4P marketing mix—product, price, place, and promotion—influences Fear of Missing Out (FoMO) and customer purchase intention in Indonesia’s retail industry, using Pop Mart as the case study. Using SEM-PLS with 200 respondents aged 15–35, the results show that product, price, and promotion significantly increase FoMO, while price, place, and promotion directly enhance purchase intention. FoMO, however, does not significantly affect purchase intention nor mediate the relationship between marketing strategies and purchasing behavior. Qualitative insights reveal that consumers buy Pop Mart products mainly due to personal interest and the blind-box experience rather than FoMO. The study highlights the dominant role of intrinsic interest and strategic marketing over emotional urgency in shaping purchase decisions.