PENGARUH TERPAAN MEDIA INSTAGRAM MELALUI FEAR OF MISSING OUT TERHADAP KEPUTUSAN BERKUNJUNG JOGJA-NETPAC ASIAN FILM FESTIVAL (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @JAFFJOGJA)

Nauval Hanif Al Imroni, NIM.: 21107030036 (2025) PENGARUH TERPAAN MEDIA INSTAGRAM MELALUI FEAR OF MISSING OUT TERHADAP KEPUTUSAN BERKUNJUNG JOGJA-NETPAC ASIAN FILM FESTIVAL (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @JAFFJOGJA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to examine the effect of Instagram media exposure on visiting decisions at the Jogja-NETPAC Asian Film Festival (JAFF), with Fear of Missing Out (FoMO) as a mediating variable. This research employs a quantitative approach using a survey method involving 108 respondents who are followers of the Instagram account @jaffjogja and have previously attended JAFF. The theoretical framework is based on the Elaboration Likelihood Model (ELM), which explains persuasive communication through central and peripheral routes. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results indicate that Instagram media exposure has a significant effect on FoMO (β = 0.631; p < 0.001) and visiting decisions (β = 0.413; p < 0.001). Furthermore, FoMO has a significant effect on visiting decisions (β = 0.482; p < 0.001). The indirect effect analysis confirms that FoMO significantly mediates the relationship between Instagram media exposure and visiting decisions (β = 0.304; p < 0.001). The coefficient of determination shows that FoMO is explained by Instagram media exposure at 39.9%, while visiting decisions are explained by Instagram media exposure and FoMO at 65.4%. These findings highlight the strategic role of Instagram in influencing audience behavior through both cognitive and emotional mechanisms. Keywords: Instagram Media Exposure, Fear Of Missing Out, Visiting Decision, Film Festival, Elaboration Likelihood Model

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