The Mediating Role of FoMO in the Influence of Discounts and Servicescape on Gym Membership Subscription Decisions
DOI:
https://doi.org/10.38035/jafm.v6i5.2835Keywords:
Discount, Servicescape, FoMo, Subscription DecisionAbstract
This study examines how the Fear of Missing Out (FoMO) functions as a mediating variable in the relationship between Discounts and Servicescape on consumers’ decisions to subscribe at Yes Fitness in Bali. Increasing rivalry within the fitness sector encourages companies to create more efficient marketing approaches, such as price-related promotions, an engaging physical environment, and psychological tactics that generate urgency. A quantitative approach was adopted using purposive sampling, resulting in 257 valid respondents. The dataset was analyzed through Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that Discounts and Servicescape have a significant impact on FoMO, and all variables significantly influence subscription decisions. FoMO is also proven to partially mediate the effect of Discounts and Servicescape on consumer subscription behavior. These results emphasize the strategic value of limited-time promotional offers, well-designed and appealing servicescapes and urgency-based communication strategies in encouraging consumers’ willingness to subscribe. The practical implications suggest that fitness centers can enhance their competitiveness by improving promotional planning, optimizing physical layouts, and incorporating FoMO-driven communication approaches.
References
Agustin Nengsih, T., & Sari Putri, P. (2021). Determinan minat menabung masyarakat di Bank Syariah : Studi empiris di kota Jambi. https://doi.org/10.14414/jbb.v11i1.2599
Ahmad Faisal. (2024). PENGARUH DISKON DAN PROMO GRATIS ONGKOS KIRIM TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE DAN TOKOPEDIA DI PERUMAHAN VIILA MUTIARA GADING 3.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Batan, A., Ranasinghe, H. D., & Perera, N. S. (2024). EXPLORING CONSUMER BUYING PATTERNS IN SUBSCRIPTION-BASED SERVICES: AN ANALYTICAL STUDY. https://www.researchgate.net/publication/386509220
Bitner, M. J., Crosby, L., Brown, S., Walker, B., & Kleine, S. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. In Journal of Marketing (Vol. 56).
Bosnjak, M., Ajzen, I., & Schmidt, P. (2020). The theory of planned behavior: Selected recent advances and applications. In Europe’s Journal of Psychology (Vol. 16, Issue 3, pp. 352–356). PsychOpen. https://doi.org/10.5964/ejop.v16i3.3107
Fatmawati, E. U., Hardati, R. K., & Hardati, R. N. (2022). PENGARUH DISKON HARGA DAN KUALITAS PRODUK TERHADAP PEMBELIAN IMPULSIF SECARA ONLINE. In JIAGABI (Vol. 11, Issue 1).
Fiazza Fontessa. (2025, March 13). Populix: Gen Z Masih Peduli Kesehatan dan Rutin Olahraga. https://data.goodstats.id/statistic/populix-gen-z-masih-peduli-kesehatan-dan-rutin-olahraga-BPVZ8?utm_source.com
Firdaus, F. F., & Sutarso, Y. (2023). The effect of perceived quality and value on express delivery services trust during pandemic Covid 19. Journal of Business & Banking, 12(2), 185. https://doi.org/10.14414/jbb.v12i2.3102
Fuadi Farhan Muslim. (2020). PENGARUH SERVICESCAPE TERHADAP KEPUASAN DAN LOYALITAS PELANGGAN PADA PERUSAHAAN ZARA INDONESIA.
Ghina, , Rahma, A., & Kuswati, R. (2025). YUME : Journal of Management Pengaruh Influencer Terhadap Niat Membeli Produk Dengan Materialime dan Fear Of Missing Out (FOMO) Sebagai Variabel Mediasi. In YUME : Journal of Management (Vol. 8, Issue 1).
Hiltza Huzaematul Al Aswad, Widi Winarso, & Kardinah Indrianna Meutia. (2024). Pengaruh Diskon Harga Dan Testimoni Konsumen Terhadap Keputusan Pembelian Produk Flimty Fiber Pada Member Central Gym Galaxy Di Bekasi. Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-Commerce, 3(1), 289–303. https://doi.org/10.30640/digital.v3i1.2213
Juliana, T. N. (2020). Pengaruh Servicescape terhadap Loyalitas Konsumen Di Restoran Chakra The Breeze Bumi Serpong Damai.
Li, Z., Tulcanaza-Prieto, A. B., & Lee, C. W. (2024). Effect of E-Servicescape on Emotional Response and Revisit Intention in an Internet Shopping Mall. Journal of Theoretical and Applied Electronic Commerce Research , 19(3), 2030–2050. https://doi.org/10.3390/jtaer19030099
M. Viergi Tianharya Situmeang. (2023). PENGARUH DIGITAL MARKETING DAN HARGA KOMPETITIF TERHADAP KEPUTUSAN BERLANGGANAN PADA INDIHOME KAMPUNG LALANG DELI SERDANG.
Maharani Ririn Wira. (2022). PENGARUH VISUAL MERCHANDISING DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING PADA KONSUMEN CENTRAL BUSANA PEKANBARU.
Mondor Intelligence. (2025). Southeast Asia Health And Fitness Club Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030) Source. https://www.mordorintelligence.com/industry-reports/southeast-asia-health-and-fitness-club-market?utm_source.com
Najwa Ghinarahima, C., & Markus Idulfilastri, R. (2024). Peran FoMO sebagai Mediator pada Penggunaan Media Sosial terhadap Perilaku Pembelian Impulsif Produk Skincare. Rita Markus Idulfilastri INNOVATIVE: Journal Of Social Science Research, 4, 4316–4329.
Rezaie, L., Norouzi, E., Bratty, A. J., & Khazaie, H. (2023). Better sleep quality and higher physical activity levels predict lower emotion dysregulation among persons with major depression disorder. BMC Psychology, 11(1). https://doi.org/10.1186/s40359-023-01213-3
Sapitri, A., Kamaliah, K., & Gana Suyatna, R. (2025). Pengaruh diskon dan promosi terhadap keputusan pembelian pada pengguna aplikasi shopee (studi kasus pada mahasiswa Universitas Primagraha). Jurnal Ilmu Multidisiplin, 3(1).
Shah, M. A. A., Handrito, R. P., Ashraff, M., Manajemen, S., Ekonomi, F., Bisnis, D., Brawijaya, U., Radityo, I., & Handrito, P. (2022). PENGARUH SERVICESCAPE TERHADAP MINAT KUNJUNG ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL MEDIASI. https://doi.org/10.21776/jmppk
Vicramaditya, P. B. (2021). Pengaruh E-Service Quality, Kualitas Informasi dan Perceived Value terhadap Loyalitas Pelanggan melalui Kepuasan Pelanggan Grabbike. Journal of Business and Banking, 10(2), 325. https://doi.org/10.14414/jbb.v10i2.2379
WHO. (2024). Physical activity. https://www.who.int/news-room/fact-sheets/detail/physical-activity?utm_source.com
Wu, T., Jiang, N., Kumar, T. B. J., & Chen, M. (2024). The role of cognitive factors in consumers’ perceived value and subscription intention of video streaming platforms: a systematic literature review. In Cogent Business and Management (Vol. 11, Issue 1). Cogent OA. https://doi.org/10.1080/23311975.2024.2329247
Yoga Ravicky Siregar + Sienny. (2025). PENGARUH HARGA DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN BERLANGGANAN JASA FITNESS CENTER (STUDI KASUS NEO GYM FITNESS CENTER KOTA BINJAI). https://doi.org/10.30651/jms.v10i1.25752
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ghalda Syadza Rafa Nafisah, Nyoman Sri Manik Parasari, Nilna Muna, Ni Putu Nina Eka Lestari
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Journal of Accounting and Finance Management (JAFM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Journal of Accounting and Finance Management (JAFM).
