Pengaruh Brand Image dan Culture terhadap Customer Loyalty yang Dimediasi oleh Fear of Missing Out (FOMO) pada Coffee Shop Jenar Kaliasem
DOI:
https://doi.org/10.38035/jmpis.v7i4.8457Keywords:
Brand Image, Coffee Shop, Culture, Customer Loyalty, FOMOAbstract
Pengaruh brand image dan culture terhadap customer loyalty dengan fear of missing out (FOMO) sebagai variabel mediasi pada Coffee Shop Jenar Kaliasem diuji dalam riset ini. Pendekatan kuantitatif dengan metode survei diterapkan. Data primer dikumpulkan melalui kuesioner dari 98 responden yang dipilih secara purposive, yaitu pelanggan yang telah berkunjung minimal tiga kali dalam satu bulan. Analisis dilakukan menggunakan SEM berbasis PLS melalui SmartPLS. Hasil riset memperlihatkan bahwa brand image berpengaruh positif dan signifikan terhadap customer loyalty serta FOMO. Budaya juga berpengaruh positif dan signifikan terhadap customer loyalty dan FOMO. Selain itu, FOMO berpengaruh positif dan signifikan terhadap customer loyalty. Temuan mediasi menegaskan bahwa FOMO berperan sebagai mediator parsial dalam hubungan antara brand image dan culture terhadap customer loyalty. Hasil ini menegaskan bahwa loyalitas pelanggan tidak hanya dibangun melalui kualitas pengalaman dan citra merek, tetapi juga melalui dorongan sosial dan psikologis untuk tidak tertinggal dari tren yang berkembang. Implikasi riset ini menekankan pentingnya konsistensi citra merek, penyesuaian culture lokal, dan strategi pemasaran berbasis FOMO. Hasil ini dapat menjadi dasar pengembangan strategi pemasaran yang lebih relevan, adaptif, dan berkelanjutan bagi usaha coffee shop.
References
Aaker, D. A. (2021). Aaker on Branding: 20 Principles That Drive Success (Updated Edition). Morgan James Publishing.
Abbas, U., Islam, K. M. A., Hussain, S., & Baqir, M. (2021). Impact of Brand Image on Customer Loyalty With the Mediating Role of Customer Satisfaction and Brand Awareness. International Journal of Marketing Research Innovation, 5(1), 1–6. https://doi.org/10.46281/ijmri.v5i1.987
Akbar, M. D. (2025). Efek Brand Image Terhadap Keputusan Pembelian Melalui Fear of Missing Out (FOMO) pada Produk Mie Gacoan di Kota Makassar.
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2022). Social Commerce in Emerging Markets: The Role of Culture and Customer Loyalty. Journal of Business Research, 144, 120–133. https://doi.org/10.1016/j.jbusres.2022.01.029
Alfarizi, M., Samputra, P. L., & Arista, N. I. D. (2023). Role of Entrepreneur’s Perspective of Waste Management for Coffee Shop Sustainability. Problems and Perspectives in Management, 21(4), 502–515. https://doi.org/10.21511/ppm.21(4).2023.38
Anastasya, A. A., & Siregar, Z. (2024). Implementation of Content Marketing and FOMO (Fear of Missing Out) Marketing on Instagram @Espangeran to Increase Gen Z Consumer Loyalty. Economic: Journal Economic and Business, 4(3), 533–542. https://doi.org/10.56495/ejeb.v4i3.1158
Ciersya, I. A. Z., Afifah, N., Purmono, B. B., Ramadania, & Karsim. (2023). The Influence of Fandom Culture, Social Media and Viral Marketing on the Popularity of the Film Mencuri Raden Saleh Which Causes Fear of Missing Out (FOMO) Symptoms in Indonesian Society. International Journal of Applied Finance and Business Studies, 11(3), 448–459. https://doi.org/10.35335/ijafibs.v11i3.174
Dikčius, V., Kirš.e, S., Sakalausk.e, K. A., & Zimaitis, I. (2023). The Impact of Cultural Dimensions on Online Store Loyalty. Journal of Business Economics and Management, 24(3), 576–593. https://doi.org/10.3846/jbem.2023.19879
Frost, D., Goode, M., & Hart, C. (2014). Individualist and Collectivist Factors Affecting Online Repurchase Intentions. Internet Research, 20(1), 6–28. https://doi.org/10.1108/10662241011020815
Gani, M. O., Hossain, M. S., & Rahman, M. M. (2021). Customer Loyalty in the Service Sector: The Role of Service Quality, Customer Satisfaction, and Trust. Journal of Retailing and Consumer Services, 62, 102–113. https://doi.org/10.1016/j.jretconser.2021.102613
Gaygisiz, E., & Lajunen, T. (2024). Cultural Values, National Personality Characteristics, and Intelligence as Correlates of Corruption: A Nation Level Analysis. Heliyon, 10(1), e23820.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gracia, D. B., Casaló, L. V, & Guinal’iu, M. (2015). The Effect of Culture in Forming E-Loyalty Intentions: A Cross-Cultural Analysis Between Argentina and Spain. Business Research Quarterly, 18(4), 275–292. https://doi.org/10.1016/j.brq.2015.02.003
Harahap, D. E., Arief, M., Furinto, A., & Anggraeni, A. (2024). The Role of Culture in Increasing Tourists’ Travel FOMO and Responsible Travel Behavior. Heliyon, 1–22. https://doi.org/10.2139/ssrn.4863293
Harwinda, A., Aruman, A. E., & Setyaningtyas, E. (2024). FOMO’s Impact on Consumer Loyalty: Beverage Industry Study in the Social Media Age. Malaysian Journal of Communication, 40(4), 390–411. https://doi.org/10.17576/JKMJC-2024-4004-22
Hikam, I. F. (2024). Pengaruh Social Media Marketing terhadap Brand Image dan Purchase Decision Produk Beauty and Skincare di TikTok dengan Moderasi Fear of Missing Out (FOMO). Journal of Management & Business, 7(1), 564–578. https://doi.org/10.37531/sejaman.v7i1.7733
Hofstede, G., Hofstede, G. J., & Minkov, M. (2021). Cultures and Organizations: Software of the Mind. McGraw-Hill Education.
Kaplan, A. M., & Haenlein, M. (2022). Digital Business and Consumer Behavior: Trends and Challenges. Springer.
Karimkhan, F., & Chapa, S. (2021). Is Fear of Missing Out (FOMO) a Cultural Construct? Investigating FOMO From a Marketing Perspective. Journal of Cultural Marketing Strategy, 5(2), 169–183. https://www.ingentaconnect.com/contentone/hsp/jcms/2021
Kaur, H., & Soch, H. (2022). Examining Customer Loyalty: The Role of Value Co-Creation, Trust, and Brand Experience. Journal of Business Research, 144, 403–415. https://doi.org/10.1016/j.jbusres.2022.01.051
Kim, J., Lee, Y., & Kim, M. L. (2020). Investigating Fear of Missing Out (FOMO) as an Extrinsic Motive Affecting Sport Event Consumer’s Behavioral Intention and FOMO-Driven Consumption’s Influence on Intrinsic Rewards, Extrinsic Rewards, and Consumer Satisfaction. PLoS ONE, 15(12), 1–19. https://doi.org/10.1371/journal.pone.0243744
Kinasih, V. T. T., Barkah, Afifah, N., Shalahuddin, A., & Hasanudin. (2023). The Influence of Brand Image, Celebrity Endorser, and Online Customer Review on Purchasing Decision on Skintific Beauty Products with the Fear of Missing Out (FOMO) as a Mediating Role. Jurnal Ekonomi, 12(4), 2166–2177. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/3309
Marasabessy, A. W. S. M. (2024). Pengaruh Kepuasan Konsumen dan Fear of Missing Out (FoMO) terhadap Loyalitas Pengguna Produk Apple.
Mulyati, S., & Marginingsih, R. (2024). The Influence of Promotion on Customer Loyalty through Brand Image as Intervening Variable. Jurnal Riset Bisnis Dan Manajemen, 14(2), 373–382. https://doi.org/10.34010/jurisma.v14i2.13510
Ningsih, E. P., & Sedayu, A. (2024). Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Merek terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan sebagai Variabel Intervening (pada Pelanggan Aqua Galon di Kota Semarang). Jurnal Ekonomi Dan Bisnis, 3(1), 64–80. https://doi.org/10.33633/jekobs.v3i1.10186
Prastiwi, E. S., & Rivai, A. R. (2022). Pengaruh Kualitas Produk, Citra Merek, dan Persepsi Harga terhadap Kepuasan Pelanggan serta Dampaknya terhadap Loyalitas Pelanggan. SEIKO: Journal of Management and Business, 5(1), 244–256. https://doi.org/10.37531/sejaman.v5i1.1556
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2021). Motivational, Emotional, and Behavioral Correlates of Fear of Missing Out. In Fear of Missing Out: A Brief Overview of Origins, Theoretical Approaches and Empirical Findings. Psychology Press.
Putri, S. P., & Syaefulloh. (2024). The Influence of Brand Image and Product Quality on Loyalty Through Customer Satisfaction as an Intervening Variable for Customers of Almeeraakyla Pekanbaru. Dinasti International Journal of Economics, Finance & Accounting, 5(5), 4755–4765. https://doi.org/10.38035/dijefa.v5i5.3602
Rahman, M., Islam, M. A., & Chowdhury, M. S. I. (2023). Influence of Brand Image on Customer Loyalty: A Look from Bangladesh. Journal of Business Management and Economic Research, 7(1), 11–24. https://doi.org/10.29226/TR1001.2023.322
Rizal, M., & Wahyudi, A. (2021). The Role of Brand Image in Building Customer Loyalty: Evidence from the Retail Industry. Journal of Business and Retail Management Research, 15(3), 32–44. https://doi.org/10.24052/jbrmr/v15is03/art-04
Sampurno, D. H. A., Yahya, A., Purnamasari, P., & Wulandari, A. (2024). Fear of Missing Out as Intervening in Digital Marketing and Brand Image to Purchase Decision. Jurnal Kewirausahaan Dan Bisnis Digital, 1(1), 38–56. https://journal.lppmpelitabangsa.id/index.php/kental/article/view/1898
Sarstedt, M., & Cheah, J. H. (2019). Partial Least Squares Structural Equation Modeling Using SmartPLS: A Software Review. Journal of Marketing Analytics, 7(3), 196–202. https://doi.org/10.1007/978-3-319-05542-8_15-2
Sembel, N. M., Tumbuan, W. J. F. A., & Lintong, D. C. A. (2023). Pengaruh Nilai Pelanggan, Kepercayaan Pelanggan, dan Budaya Pelanggan terhadap Loyalitas Pelanggan di Pasar Tradisional Langowan. Jurnal EMBA, 11(4), 220–229. https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/51700/44290
Shiraev, E. B., & Levy, D. A. (2020). Cross-Cultural Psychology: Critical Thinking and Contemporary Applications (7th Edition). Routledge.
Syah, A. B., Prihatini, A. E., & Pinem, R. J. (2022). Pengaruh Brand Image dan Kualitas Produk terhadap Loyalitas Konsumen melalui Kepuasan Konsumen pada Layanan Video Streaming Digital VIU. Jurnal Ilmu Administrasi Bisnis, 11(3), 532–539. https://ejournal3.undip.ac.id/index.php/jiab
Taleb, Y. A. A., & Jawabreh, O. (2023). Cultivating Customer Loyalty: The Interplay of Cultural Sensitivity, Customer Ethnocentrism, and Perceived Value in Service Quality in the Hospitality Sector. Croatian International Relations Review, 29(93), 298–314. https://cirrj.org/menuscript/index.php/cirrj/article/view/792
Triyasari, S. R., Tamami, N. D. B., & Pangestu, L. (2022). FOMO: Loyalitas Konsumen Berdasarkan Brand Experience Produk Olahan Singkong Asli Madura. Jurnal Agrikultura, 33(1), 106–114. https://doi.org/10.24198/agrikultura.v33i1.37154
Uyun, Q., Mashudi, & Dahruji. (2024). Pengaruh Budaya dan Sertifikasi Halal terhadap Loyalitas Konsumen Jamu Ramuan Madura di Kecamatan Kwanyar. Jurnal Riset Dan Publikasi Ilmu Ekonomi, 2(1), 295–309. https://doi.org/10.61132/menawan.v2i1.201
Zhang, Z. (2018). Fear of Missing Out: Scale Development and Impact on Brand Loyalty. University of Texas at El Paso.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Putu Lanang Wandika Torey, Ida Bagus Raka Suardana
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta :
Penulis yang mempublikasikan manuskripnya di jurnal ini menyetujui ketentuan berikut:
- Hak cipta pada setiap artikel adalah milik penulis.
- Penulis mengakui bahwa Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) berhak menjadi yang pertama menerbitkan dengan lisensi Creative Commons Attribution 4.0 International (Attribution 4.0 International CC BY 4.0) .
- Penulis dapat mengirimkan artikel secara terpisah, mengatur distribusi non-eksklusif manuskrip yang telah diterbitkan dalam jurnal ini ke versi lain (misalnya, dikirim ke repositori institusi penulis, publikasi ke dalam buku, dll.), dengan mengakui bahwa manuskrip telah diterbitkan pertama kali di Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS).
