The Appeal of Viral Marketing and Its Influence on Impulsive Buying with Fear of Missing Out (FOMO) as a Mediator: A Study on Gen Z Purchasing Concert Tickets in Surakarta

This study explores the influence of viral marketing on impulsive buying behavior among Generation Z concert ticket buyers in Surakarta, with fear of missing out (FOMO) as a mediating variable. Viral marketing, particularly through social media, has become a key strategy for promoting concert tickets by using emotionally engaging content and rapid information distribution. FOMO, a psychological trigger rooted in the fear of missing out on trending or valuable experiences, often plays a key role in shaping consumer decisions. Using a quantitative approach, data were collected from 250 Gen Z respondents who had purchased concert tickets within the past year. Structural equation modeling (SEM) was employed for data analysis. The results indicate that viral marketing significantly affects impulsive buying behavior, with FOMO acting as a strong mediator. Feelings of anxiety about missing out amplify the likelihood of impulsive purchases among Gen Z consumers. These findings highlight the effectiveness of urgency- and exclusivity-driven marketing strategies in influencing purchasing decisions. The study offers practical insights for event organizers and marketers to optimize digital campaigns by integrating viral marketing tactics and leveraging FOMO to better engage younger audiences.