Fear Of Missing Out (FOMO) As A Psychological Mechanism Linking The Perception Of Perceived Scarcity And The Decision To Purchase Antam Gold Precious Metals

This study explores the function of Fear of Missing Out (FOMO) as a psychological mediator in the relationship between the perception of Perceived Scarcity and the purchase decision of ANTAM gold bars. This study applies a quantitative approach through a survey method involving 120 experienced consumers buying gold at the ANTAM Graha Dipta Pulogadung Precious Metal Boutique. Data processing is carried out using path analysis techniques to test the direct and indirect influence between the variables concerned. The findings indicate that the perception of Perceived Scarcity positively and significantly affects FOMO, while the FOMO variable positively and significantly affects purchasing decisions. Furthermore, the perception of Perceived Scarcity shows a direct influence on purchasing decisions, as well as a significant indirect influence through FOMO mediation. The findings reveal that the decision to purchase physical gold is not limited to rational considerations related to investment alone, but also to psychological responses due to Perceived Scarcity. This study expands the consumer behavior literature by placing FOMO as a mediation mechanism in the context of high-value physical investments.

Keywords: Perceived Scarcity, Fear of Missing Out (FOMO), purchase decision, ANTAM gold