Universitas Islam Negeri Raden Mas Said Surakarta
International Conference on Islamic Economics Studies (ICIES)

How FOMO and Store Atmosphere Shape Purchase Decisions: A Case Study of OH!SOME

Date Published : 3 January 2026

Contributors

Rifky Dhimas Anggoro

Author

Melia Nurafani

Author

Muhammad Zulfikar Ardhan Haq Wijaya

Author

Ikhsan Adi Firmansyah

Author

Mamudou Bah

Author

Mutia Azka Nabilah

Author

Puspa Novita Sari

Author

Keywords

Fear of Missing Out (FOMO) store atmosphere purchase decisions purchase intention OH!SOME

Proceeding

Vol. 5 No. 1 (2025): The 5th International Conference on Islamic Economics Studies

Track

General Track

License

Copyright (c) 2025 International Conference on Islamic Economics Studies (ICIES)

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

This study aims to analyze the effect of Fear of Missing Out (FOMO) and store atmosphere on purchase decisions for OH!SOME products, with purchase intention as an intervening variable. This research employs a quantitative approach using survey methods through questionnaires distributed to 168 respondents, who are students in the Solo Raya region. Purposive sampling is the method of sampling that is employed. To investigate the direct and indirect impacts between factors, data analysis was done using SmartPLS. The results show that FOMO has a positive and significant effect on purchase intention, which ultimately has a significant impact on purchase decisions. However, the store atmosphere does not significantly influence purchase intention or purchase decisions. Furthermore, mediation testing reveals that purchase intention significantly mediates the effect of FOMO on purchase decisions, but does not mediate the effect of store atmosphere. These findings provide valuable insights for OH!SOME management in designing effective marketing strategies by leveraging FOMO elements to attract consumer purchase intentions. Meanwhile, improving the store atmosphere needs to be combined with other relevant factors to drive purchase decisions.

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How to Cite

Rifky Dhimas Anggoro, R. D. A., Melia Nurafani, M. N., Muhammad Zulfikar Ardhan Haq Wijaya, M. Z. A. H. W., Ikhsan Adi Firmansyah, I. A. F., Mamudou Bah, M. B., Mutia Azka Nabilah, M. A. N., & Puspa Novita Sari, P. N. S. (2026). How FOMO and Store Atmosphere Shape Purchase Decisions: A Case Study of OH!SOME. International Conference on Islamic Economics Studies (ICIES), 5(1), 107-117. https://conferences.uinsaid.ac.id/icies/paper/view/477