THE FOMO PHENOMENON IN THE PURCHASE OF GIFTING PRODUCTS DUE TO THE TREND OF SOCIAL MEDIA CONTENT IN UPMS ECONOMICS EDUCATION STUDENTS

Abstract

Background: The development of social media has encouraged the emergence of various gifting trends that can affect the way students view and purchase gifting products. Exposure to popular content of gift recommendations, unboxing, and gifting products can cause a desire to follow trends and feelings of fear of missing out (FOMO). Objective: This study aims to analyze the phenomenon of FOMO in the purchase of gifting products due to social media content trends in students of Economics Education, PGRI Mpu Sindok University. Method: This study uses a qualitative method with a phenomenological approach. The research informants were selected purposively by involving 4th semester students who actively use social media, have seen gifting content, and have experience buying or giving gifting products. Data were collected through semi-structured interviews, observations, and documentation, then analyzed using thematic analysis. Result: The results of the study showed that exposure to gifting content on TikTok and Instagram made students obtain references about the type, price, and trending gifting products. This exposure also raises the desire to follow the actions of others and the feeling of happiness because they are not left behind the trend. However, FOMO is not the only consideration in purchasing gifting products. Informants also consider product reviews, affordable prices, product popularity, and the desire to give something memorable to others. Conclusion: Thus, the phenomenon of FOMO in purchasing gifting products is one of the experiences that accompany students' decisions in following trends, while purchasing decisions are formed through a combination of social media influences, product considerations, price conditions, and the emotional meaning of gifting.