Swipe ke Sweat: FoMO Memperkuat Pengaruh Influencer Marketing, Social Media Engagement dan Content Marketing Terhadap Keputusan Berlangganan Gym
DOI:
https://doi.org/10.38035/jafm.v6i5.2843Keywords:
Influencer Marketing, Social Media Engagement, Content Marketing, Fear of Missing Out, Keputusan Berlangganan GymAbstract
Riset berikut mengkaji pengaruh influencer marketing, keikutsertaan pengguna pada media sosial, serta pemasaran konten terhadap keputusan masyarakat untuk berlangganan layanan gym di Kota Denpasar, serta menilai peran fenomena ketakutan tertinggal sebagai variabel yang memoderasi hubungan tersebut. Pendekatan kuantitatif diterapkan dengan menyebarkan kuesioner pada 176 koresponden yaitu anggota aktif beberapa pusat kebugaran. Analisis data dilakukan menggunakan pemodelan Partial Least Squares guna menilai kekuatan hubungan antarkomponen penelitian. Hasil riset memperlihatkan bahwasanya ketiga strategi pemasaran digital memberi impak positif serta signifikansi pada keputusan berlangganan. Fenomena ketakutan tertinggal terbukti memperkuat pengaruh influencer marketing, keterlibatan media sosial, dan pemasaran konten dalam mendorong individu untuk mengambil keputusan berlangganan. Temuan ini menegaskan bahwasanya keputusan konsumen tidaklah sekedar dibentuk oleh informasi serta paparan visual, namun juga oleh dorongan psikologis untuk mengikuti tren kebugaran. Penelitian ini memberi kontribusi untuk perkembangan strategi pemasaran digital yang lebih efisien pada industri kebugaran.
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