The Pengaruh UGC Dan FOMO terhadap Minat Beli Tumbler Owala: Mediasi Brand Preference pada Gen Z

Abstract

This study aims to examine the influence of User Generated Content (UGC) and Fear of Missing Out (FOMO) on Generation Z’s purchase intention toward Owala tumbler products, with brand preference as a mediating variable. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected through a questionnaire distributed to 426 Generation Z respondents who are familiar with the Owala brand, using a purposive sampling technique. The results indicate that UGC and FOMO have a positive and significant effect on purchase intention. In addition, both variables significantly influence brand preference, which in turn enhances consumers’ purchase intention. Indirectly, UGC and FOMO also affect purchase intention through the mediating role of brand preference. These findings suggest that authentic content and psychological drivers such as FOMO play a crucial role in shaping brand preference and driving purchase intention, particularly among Generation Z. This study provides practical implications for marketers to strategically leverage UGC and strengthen brand preference in order to improve the effectiveness of digital marketing strategies.