Fear of Missing Out and the Hyperreal Consumption of BTS Meal: A Study of Indonesian Muslimah Millennials

This article discusses the phenomenon of Fear of Missing Out (FoMO) in the consumption behavior of BTS Meal by Indonesian Muslimah millennials through Jean Baudrillard’s perspective on simulacra and hyper-reality. This study uses a qualitative method with a phenomenological approach through semi-structured interviews and photo elicitation techniques on nine female Muslim millennial informants. The results indicate that BTS Meal consumption is influenced by low individual control over consumption choices and intensive social media contamination. The urge to purchase the product is no longer based on functional needs but on symbolic value and an exclusive image constructed through packaging and viral marketing. This phenomenon reflects a shift in consumption from focusing on function to self-existence in the virtual world. The BTS Meal simulacrum displays signs of value that form hyper-reality, causing consumers to no longer consider rationality but be driven by emotions and the desire to be recognized within their social community. This study concludes that FoMO among BTS Meal consumers mirrors modern consumerist culture, where virality has become the primary goal of self-existence in the digital age.