KnE Social Sciences

Published date: Dec 03 2025

Journal Title: KnE Social Sciences

Issue title: The 5th International Conference on Tourism, Gastronomy, and Tourist Destination (TGDIC 2025)

Pages: 294 - 305

DOI: 10.18502/kss.v10i29.20273

Alda Chairanialda.chairani@iptrisakti.ac.idTrisakti Institute of Tourism, Jakarta

Michael Khrisna AdityaTrisakti Institute of Tourism, Jakarta

Jesselyn Meylita Zahra Putri R.STrisakti Institute of Tourism, Jakarta

Grace CarolitaTrisakti Institute of Tourism, Jakarta

The culinary industry is constantly evolving to meet shifting consumer behaviors and expectations, with digital transformations, particularly the widespread adoption of social media, playing a pivotal role in shaping consumer decision-making and brand loyalty. A key psychological factor influencing this dynamic is the fear of missing out (FOMO), which represents the anxiety individuals experience when they perceive others participating in more rewarding activities, often triggered by social media exposure. This study explores the mediating role of FOMO among Generations Y and Z in Jakarta, examining its effects on social influence, digital engagement, and brand loyalty in the culinary sector. Utilizing a quantitative approach, this research employs partial least squares structural equation modeling (PLS-SEM) and SPSS to analyze the data. Pre-tests were conducted to ensure the validity and reliability of the measurement instruments. A total of 178 valid responses were collected for the final analysis. The findings indicate that FOMO does not mediate the relationship between social influence, digital engagement, and brand loyalty. Instead, FOMO acts more as an attention-grabbing catalyst than as a driver of sustained brand loyalty. The study suggests that culinary businesses should prioritize strategies that enhance customer satisfaction, service quality, and food quality, as these factors play a critical role in fostering long-term brand loyalty, particularly in a highly competitive and fast-moving industry.

Keywords: FOMO, brand loyalty, culinary business, Gen Z and Y

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