PENGARUH BRAND IMAGE, FEAR OF MISSING OUT DAN SOCIAL MEDIA ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN JERSEY TIMNAS INDONESIA DARI BRAND ERSPO DI WILAYAH DKI JAKARTA
Abstract
Tujuan dari penelitian ini ialah untuk menganalisis pengaruh Brand Image, Fear of Missing Out (FoMO), dan Social Media Engagement terhadap keputusan pembelian jersey Timnas Indonesia dari brand Erspo di wilayah DKI Jakarta. Penelitian ini dilatar belakangi oleh meningkatnya penjualan produk jersey Timnas dari brand Erspo pada bach kedua. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling – Partial Least Square (SEM-PLS). Sampel penelitian berjumlah 162 responden yang dipilih melalui metode purposive sampling, dengan kriteria individu yang berdomisili di DKI Jakarta dan pernah membeli jersey Timnas Indonesia dari brand Erspo. Hasil penelitian menunjukkan bahwa ketiga variabel bebas, yaitu Brand Image, Fear of Missing Out (FoMO), dan Social Media Engagement, berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel FoMO memiliki pengaruh paling dominan, yang menunjukkan bahwa dorongan psikologis untuk mengikuti tren memiliki peranan penting dalam keputusan pembelian konsumen. Secara simultan, ketiga variabel tersebut mampu menjelaskan 71,6% variabel keputusan pembelian, sedangkan 28,4% sisanya dipengaruhi oleh faktor lain di luar model penelitian.
References
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Andika, D. (2024, March 19). Profil Erspo, Apparel Milik Erigo yang Bikin Jersey Timnas Indonesia. Tempo.Co.
Archie, T., Hayward, C. N., Stan Yoshinobu, & Sandra L. Laursen. (2022). Investigating the linkage between professional development and mathematics instructors’ use of teaching practices using the theory of planned behavior. Journals.Plos.Org, 1, 2. https://doi.org/https://doi.org/10.1371/jurnal.pone.0267097
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Fathadhika, S., & Afriani. (2018). Social Media NEgagament Sebagai Mediator Antara Fear of Missing Out Dengan Kecanduan Media Sosial Pada Remaja. Jurnal Psikologi Sains Dan Profesi, 2(3), 208–215.
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Hanidah, N. S., Razak, R., & Parsono, S. (2022). Pengaruh Social Media Engagement Terhadap Reputasi Pt Kereta Api Indonesia. Indonesian Journal of Digital Public Relations (IJDPR), 1(1), 1. https://doi.org/10.25124/ijdpr.v1i1.5030
Harahap, E. S. (2024). Faktor-faktor yang mempengaruhi keputusan pembelian mahasiswa Institut Pendidikan Tapanuli Selatan menggunakan Shopee dalam berbelanja online [Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan]. https://etd.uinsyahada.ac.id/12240/
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Idris, F. A. (2025, January 29). Jersey Baru Timnas Terus Tuai Pujian Warganet, CEO Erspo Ucapkan Terima Kasih Artikel ini telah tayang di Kompas.com dengan judul “Jersey Baru Timnas Terus Tuai Pujian Warganet, CEO Erspo Ucapkan Terima Kasih.” Kompas.Com. https://bola.kompas.com/read/2025/01/29/21190108/jersey-baru-timnas-terus-tuai-pujian-warganet-ceo-erspo-ucapkan-terima-kasih
Indah, D. R., Afalia, I., & Maulida, Z. (2020). Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Hand and Body Lotion Vaseline (Studi Kasus pada Mahasiswa Universitas Samudra). Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 83–94. https://doi.org/10.33059/jseb.v11i1.1983
Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2016). Marketing Management (Stephanie Wall (ed.); 15th ed.). Pearson Education Limited.
Laili, E. F., Nadapdap, E., Respati, H., & Earlike, F. (2025). “The Influence of Fear of Missing Out (FOMO) as a Mediating Variable between Beauty Influencers and Brand Image on Purchase Intention for Wardah Products in Malang City.” East African Scholars Journal of Economics, Business and Management, 8(01), 30–36. https://doi.org/10.36349/easjebm.2025.v08i01.004
Liyono, A. (2022). Pengaruh Brand Image, Electronic Word Of Mouth (EWOM) dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada PT. Pancaran Kasih Abadi. Business Wisdom Institute, 3(1).
Lubis, N. S. J., & Nashori, F. (2024). Regulasi Diri dan Fear Of Missing Out (Fomo) pada Mahasiswa. Jurnal Psikologi Talenta, 10(1). https://doi.org/https://doi.org/10.26858/talenta.v10i1.61459
Mardiyah, A., Yulasmi, & Saputra, D. (2024). Pengaruh Brand Image, Diskon Dan Kualitas Produk Terhadap Keputusan Pembelian Tas Melalui Harga Pada Aplikasi Online Shop (Tiktok Shop). Journal Educational Research and Development, 1(3), 332–339.
Melviani, M., Aryzki, S., Rahman, A., Putri, G. A., & Riadi, S. D. R. (2022). Pengaruh Gaya Hidup Terhadap Penyakit Hipertensi Berdasarkan Teori TPB (Theory Of Planned Behavior). Journal Pharmaceutical Care and Sciences, 2(2), 30–38. https://doi.org/10.33859/jpcs.v2i2.164
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Nirwana, N. (2023). The Influence of Consumer Behavior, Perspectives and Types of Consumers in Purchasing Decision Making. Journal of Economics, Finance and Management Studies, 06(01), 402–406. https://doi.org/10.47191/jefms/v6-i01-45
Purba, D. A., Anggiat Parlindungan, Suriyadi Suriyadi, Rismawati Rismawati, & Nursiah Fitri. (2024). Pengaruh Citra Merek, Kualitas Produk, dan Celebrity Endorser terhadap Keputusan Pembelian Produk Erigo di Kota Medan. Jurnal Riset Manajemen Dan Ekonomi (Jrime), 2(4), 244–268. https://doi.org/10.54066/jrime-itb.v2i4.2464
Rahayu, R. R., Syahbudin, F., & Fitri, A. (2025). Pengaruh E-WoM dan Perilaku FoMO pada Keputusan Pembelian Impulsif Produk Fesyen di Shopee (Studi kasus Anggota KASEI Jabodetabek). GREAT: Jurnal Manajemen Dan Bisnis Islam, 2(1), 23–33. https://doi.org/10.61111/great.v2i1.847
Rembet, J. E. S., Mandey, S. L., & Loindong, S. S. (2024). Pengaruh Social Media Engagement Dan Motivasi Belanja HedonisTerhadap Impulse Buying Dengan Brand Love Sebagai Variabel MediasiPada Pakaian Import Bangkok Di Platform Facebook. Jurnal EMBA, 12(3), 1511–1522.
Salsabilla, R. (2024). Kronologi Seruan Boikot Jersey Tim Nasional Indonesia Erspo. Cnbcindonesia.Com. https://www.cnbcindonesia.com/lifestyle/20240401091314-33-526948/kronologi-seruan-boikot-jersey-tim-nasional-indonesia-erspo
Sari Dewi, P., & Widayati, C. (2024). The Effect of Brand Image and Product Quality on Customer Loyalty with Purchasing Decisions as An Intervening Variable. Journal of Social Research, 3(2), 590–608. https://doi.org/10.55324/josr.v3i2.1957
Sina, A. F., & Hadi, S. P. (2023). Pengaruh Promosi Di Instagram Terhadap Keputusan Pembelian Konsumen Sepatu Di Masa Pandemi Covid 19. Jurnal Publikasi Teknik Informatika, 2(3), 28–36. https://doi.org/10.55606/jupti.v2i3.2219
Sulistyono, A., & Jakaria. (2022). Analisis Pengaruh Social Media Engagement Terhadap Relationship Quality Yang Dimediasi Oleh Faktor – Faktor Relationship Management. Jurnal Ilmiah Ekonomi, Manajemen Dan Akuntansi, 11(1), 53–65.
Tanady, E. S., & Fuad, M. (2020). Analisis Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Tokopedia Di Jakarta. Jurnal Manajemen, 9(2), 113–123. https://doi.org/10.46806/jm.v9i2.663
Taneja, D. . G., & Sarangal, S. (2024). Consumer Engagement Through Social Media Marketing-Review. Futuristic Trends in Management Volume 3 Book 25, 3, 147–153. https://doi.org/10.58532/v3bhma25p2ch3
Tripp, T. M., & Grégoire, Y. (2011). When Unhappy Customers Strike Back on the Internet. MIT Sloan Management Review, 52(3), 1–8. https://sloanreview.mit.edu/article/when-unhappy-customers-strike-back-on-the-internet/
Vaughan, J., Mallett, C. J., Potrac, P., López-Felip, M. A., & Davids, K. (2021). Football, Culture, Skill Development and Sport Coaching: Extending Ecological Approaches in Athlete Development Using the Skilled Intentionality Framework. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.635420
Vitara, V., & Kurniawati, M. (2023). Pengaruh Social Media Engagement Tiktok Terhadap Impulse Buying Produk Pakaian Pada Dewasa Awal. Jurnal Humanipreneur, 2(2), 15–21. https://doi.org/10.53091/hum.v2i2.39
Wardhana, A. (2024). Brand Management In The Digital Era. In P. . Mahir Pradana (Ed.), Branding (1st ed., pp. 186–187). Aureka Media AKsara.
Agustini, P. A., & Roslina, R. (2024). The Influence of Attitude, Subjective Norms, and Behavioral Control on the Purchase Intentions of Maybelline Cosmetics in Bandar Lampung. International Journal Of Education, Social Studies, And Management (IJESSM), 4(3), 1091–1101. https://doi.org/10.52121/ijessm.v4i3.475
Ajzen, I. (1991). Organizational Behavior and Human Decision Processes (The theory of planned behavior). Elsevier, 50(2), 179–211. https://doi.org/https://doi.org/10.1016/0749-5978(91)90020-T
Al Kafi, R. W. (2024). Pengaruh Viral Marketing, Fear Of Missing Out (FOMO), dan Brand Image Terhadap Impulsive Buying Pada Produk Scincare Avoskin. Universitas Satya Negara Indonesia.
Andika, D. (2024, March 19). Profil Erspo, Apparel Milik Erigo yang Bikin Jersey Timnas Indonesia. Tempo.Co.
Archie, T., Hayward, C. N., Stan Yoshinobu, & Sandra L. Laursen. (2022). Investigating the linkage between professional development and mathematics instructors’ use of teaching practices using the theory of planned behavior. Journals.Plos.Org, 1, 2. https://doi.org/https://doi.org/10.1371/jurnal.pone.0267097
Azhary, C. A., Brabo Nora Andira, & Iswati Heni. (2024). Pengaruh Fear Of Missing Out (FoMO), Brand Image, dan Promosi Sosial Media Terhadap Keputusan Pembelian (Studi Kasus Pada Tiket Konser Blackpink di Indonesia Tahun 2023). Jurnal Cahaya Mandalika, 5(2), 1155–1156. https://doi.org///doi.org/10.36312/jcm.v5i2.3911
Bhayangkara, C. S. (2025, February 17). Dari Puma hingga Erspo: Evolusi Jersey Timnas Indonesia dari Masa ke Masa. Suara.Com.
Fajri, R., Amin, M. M., & Effendy, E. (2021). Mental Emotional Disorder due to Inhalant in Medan. Open Access Macedonian Journal of Medical Sciences, 9(T3), 193–195. https://doi.org/10.3889/oamjms.2021.6339
Fathadhika, S., & Afriani. (2018). Social Media NEgagament Sebagai Mediator Antara Fear of Missing Out Dengan Kecanduan Media Sosial Pada Remaja. Jurnal Psikologi Sains Dan Profesi, 2(3), 208–215.
Febiantika, T. N., Febriansah, R. E., & Yani, M. (2025). Analisis Brand Image, Content Marketing dan Shopping Life Style Terhadap keputusan Pembelian Pada Marketplace Shopee. Journal Ilmiah MEA, 9(1), 100–122. https://doi.org/https://doi.org/10.31955/mea.v9i1.4876
Fumar, M., Setiadi, A., Harijanto, S., & Tan, C. (2023). The Influence of Fear of Missing Out (FOMO), Sales Promotion, and Emotional Motive Mediated Self-Control on Impulsive Buying for Hypebeast Products. Educational Journal of History and Humanities, 6(3), 1363–1375. https://doi.org/10.24815/jr.v6i3.33581
Ghozali, I., & Latan, H. (2015). Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip, 290.
Hair, J. J. F., C. Black, W., J. Babin, B., & E. Anderson, R. (2019). Multivariate Data Analysis (Sixth Edition). In Gedrag & Organisatie (8th ed., Vol. 19, Issue 3). Cengage. https://doi.org/10.5117/2006.019.003.007
Hair, J. J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/10.1108/EBR-10-2013-0128
Hanidah, N. S., Razak, R., & Parsono, S. (2022). Pengaruh Social Media Engagement Terhadap Reputasi Pt Kereta Api Indonesia. Indonesian Journal of Digital Public Relations (IJDPR), 1(1), 1. https://doi.org/10.25124/ijdpr.v1i1.5030
Harahap, E. S. (2024). Faktor-faktor yang mempengaruhi keputusan pembelian mahasiswa Institut Pendidikan Tapanuli Selatan menggunakan Shopee dalam berbelanja online [Universitas Islam Negeri Syekh Ali Hasan Ahmad Addary Padangsidimpuan]. https://etd.uinsyahada.ac.id/12240/
Hasanuddin, H., Azka Ibnu, & Haramain Fathur Baldan. (2024). Peran Kecerdasan Emosional Dalam Menghadapi Fear of Missing Out (FOMO) Pada Remaja. Jurnal Perspektif Pendidikan, 18(2).
Idn Times. (2024, March 19). 26 Jersey Timnas Indonesia dari Masa ke Masa, Mana Favoritmu? IdnTimes.Com. https://www.idntimes.com/sport/soccer/yogama-wisnu-oktyandito/jersey-timnas-indonesia-dari-masa-ke-masa?page=all
Idris, F. A. (2025, January 29). Jersey Baru Timnas Terus Tuai Pujian Warganet, CEO Erspo Ucapkan Terima Kasih Artikel ini telah tayang di Kompas.com dengan judul “Jersey Baru Timnas Terus Tuai Pujian Warganet, CEO Erspo Ucapkan Terima Kasih.” Kompas.Com. https://bola.kompas.com/read/2025/01/29/21190108/jersey-baru-timnas-terus-tuai-pujian-warganet-ceo-erspo-ucapkan-terima-kasih
Indah, D. R., Afalia, I., & Maulida, Z. (2020). Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Hand and Body Lotion Vaseline (Studi Kasus pada Mahasiswa Universitas Samudra). Jurnal Samudra Ekonomi Dan Bisnis, 11(1), 83–94. https://doi.org/10.33059/jseb.v11i1.1983
Kotler, P., Keller, K. L., Tan, C. T., Ang, S. H., & Leong, S. M. (2016). Marketing Management (Stephanie Wall (ed.); 15th ed.). Pearson Education Limited.
Laili, E. F., Nadapdap, E., Respati, H., & Earlike, F. (2025). “The Influence of Fear of Missing Out (FOMO) as a Mediating Variable between Beauty Influencers and Brand Image on Purchase Intention for Wardah Products in Malang City.” East African Scholars Journal of Economics, Business and Management, 8(01), 30–36. https://doi.org/10.36349/easjebm.2025.v08i01.004
Liyono, A. (2022). Pengaruh Brand Image, Electronic Word Of Mouth (EWOM) dan Harga Terhadap Keputusan Pembelian Produk Air Minum Galon Crystalline Pada PT. Pancaran Kasih Abadi. Business Wisdom Institute, 3(1).
Lubis, N. S. J., & Nashori, F. (2024). Regulasi Diri dan Fear Of Missing Out (Fomo) pada Mahasiswa. Jurnal Psikologi Talenta, 10(1). https://doi.org/https://doi.org/10.26858/talenta.v10i1.61459
Mardiyah, A., Yulasmi, & Saputra, D. (2024). Pengaruh Brand Image, Diskon Dan Kualitas Produk Terhadap Keputusan Pembelian Tas Melalui Harga Pada Aplikasi Online Shop (Tiktok Shop). Journal Educational Research and Development, 1(3), 332–339.
Melviani, M., Aryzki, S., Rahman, A., Putri, G. A., & Riadi, S. D. R. (2022). Pengaruh Gaya Hidup Terhadap Penyakit Hipertensi Berdasarkan Teori TPB (Theory Of Planned Behavior). Journal Pharmaceutical Care and Sciences, 2(2), 30–38. https://doi.org/10.33859/jpcs.v2i2.164
Mutohir, T. C., Ali Maksum, Agus Kristiyanto, & Reesa Akbar. (2024). Industri Olahraga: SumberPertumbuhan Ekonomi Baru.
Nirwana, N. (2023). The Influence of Consumer Behavior, Perspectives and Types of Consumers in Purchasing Decision Making. Journal of Economics, Finance and Management Studies, 06(01), 402–406. https://doi.org/10.47191/jefms/v6-i01-45
Purba, D. A., Anggiat Parlindungan, Suriyadi Suriyadi, Rismawati Rismawati, & Nursiah Fitri. (2024). Pengaruh Citra Merek, Kualitas Produk, dan Celebrity Endorser terhadap Keputusan Pembelian Produk Erigo di Kota Medan. Jurnal Riset Manajemen Dan Ekonomi (Jrime), 2(4), 244–268. https://doi.org/10.54066/jrime-itb.v2i4.2464
Rahayu, R. R., Syahbudin, F., & Fitri, A. (2025). Pengaruh E-WoM dan Perilaku FoMO pada Keputusan Pembelian Impulsif Produk Fesyen di Shopee (Studi kasus Anggota KASEI Jabodetabek). GREAT: Jurnal Manajemen Dan Bisnis Islam, 2(1), 23–33. https://doi.org/10.61111/great.v2i1.847
Rembet, J. E. S., Mandey, S. L., & Loindong, S. S. (2024). Pengaruh Social Media Engagement Dan Motivasi Belanja HedonisTerhadap Impulse Buying Dengan Brand Love Sebagai Variabel MediasiPada Pakaian Import Bangkok Di Platform Facebook. Jurnal EMBA, 12(3), 1511–1522.
Salsabilla, R. (2024). Kronologi Seruan Boikot Jersey Tim Nasional Indonesia Erspo. Cnbcindonesia.Com. https://www.cnbcindonesia.com/lifestyle/20240401091314-33-526948/kronologi-seruan-boikot-jersey-tim-nasional-indonesia-erspo
Sari Dewi, P., & Widayati, C. (2024). The Effect of Brand Image and Product Quality on Customer Loyalty with Purchasing Decisions as An Intervening Variable. Journal of Social Research, 3(2), 590–608. https://doi.org/10.55324/josr.v3i2.1957
Sina, A. F., & Hadi, S. P. (2023). Pengaruh Promosi Di Instagram Terhadap Keputusan Pembelian Konsumen Sepatu Di Masa Pandemi Covid 19. Jurnal Publikasi Teknik Informatika, 2(3), 28–36. https://doi.org/10.55606/jupti.v2i3.2219
Sulistyono, A., & Jakaria. (2022). Analisis Pengaruh Social Media Engagement Terhadap Relationship Quality Yang Dimediasi Oleh Faktor – Faktor Relationship Management. Jurnal Ilmiah Ekonomi, Manajemen Dan Akuntansi, 11(1), 53–65.
Tanady, E. S., & Fuad, M. (2020). Analisis Pengaruh Citra Merek Dan Kualitas Layanan Terhadap Keputusan Pembelian Tokopedia Di Jakarta. Jurnal Manajemen, 9(2), 113–123. https://doi.org/10.46806/jm.v9i2.663
Taneja, D. . G., & Sarangal, S. (2024). Consumer Engagement Through Social Media Marketing-Review. Futuristic Trends in Management Volume 3 Book 25, 3, 147–153. https://doi.org/10.58532/v3bhma25p2ch3
Tripp, T. M., & Grégoire, Y. (2011). When Unhappy Customers Strike Back on the Internet. MIT Sloan Management Review, 52(3), 1–8. https://sloanreview.mit.edu/article/when-unhappy-customers-strike-back-on-the-internet/
Vaughan, J., Mallett, C. J., Potrac, P., López-Felip, M. A., & Davids, K. (2021). Football, Culture, Skill Development and Sport Coaching: Extending Ecological Approaches in Athlete Development Using the Skilled Intentionality Framework. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.635420
Vitara, V., & Kurniawati, M. (2023). Pengaruh Social Media Engagement Tiktok Terhadap Impulse Buying Produk Pakaian Pada Dewasa Awal. Jurnal Humanipreneur, 2(2), 15–21. https://doi.org/10.53091/hum.v2i2.39
Wardhana, A. (2024). Brand Management In The Digital Era. In P. . Mahir Pradana (Ed.), Branding (1st ed., pp. 186–187). Aureka Media AKsara.
Published
2026-01-10
How to Cite
Fata, F., Chaidir, M., & Yulianti, G. (2026). PENGARUH BRAND IMAGE, FEAR OF MISSING OUT DAN SOCIAL MEDIA ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN JERSEY TIMNAS INDONESIA DARI BRAND ERSPO DI WILAYAH DKI JAKARTA. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 1-16. https://doi.org/10.31955/mea.v10i1.6736
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