The Micro, Small, and Medium Enterprises (MSME) sector in Manado City has experienced significant growth in recent years. Umboh et al. (2022) indicate that this acceleration is driven by Manado’s economic growth, which has outpaced other cities and regencies in North Sulawesi Province. According to data from BPS (2024), the number of MSME actors increased consistently by 30% from 2020 to 2023, with an addition of 2,869 business units, bringing the total number of MSMEs in Manado to 5,102 units in 2023. This growth reflects a strengthening local economy that is becoming increasingly inclusive and expanding across various sectors, including the culinary and lifestyle industries, largely driven by the younger generation.

One notable example of this MSME expansion is Flamboyan Street in Sario District, Manado, which has become a hub for MSME agglomeration (Rarumangkey, 2023). Initially home to only one coffee shop and one eatery in mid-2022, the area underwent rapid transformation after being promoted by a social media influencer. Within six months, the area saw a significant increase in visitor traffic, especially at night, which spurred the rapid growth of MSMEs— particularly coffee shops targeting young consumers (Guhuhuku, 2023). The average daily visitor count reached 200,000, especially on weekends (Bisnismanado, 2023), making the area a center for youth social interaction. The modern atmosphere and trendy appeal of the area further enhance consumer purchase intention (Sasauw, 2023).

Several previous studies have examined similar phenomena in the context of MSMEs and social media. Mettan & Sancoko (2021) found that short-form content (ephemeral content) and digital testimonials (E-WOM) effectively drive millennials’ purchase intentions toward MSME culinary products in Surabaya. Komaling & Taliwongso (2023) showed that E-WOM on TikTok positively influences brand image, which in turn increases customer purchase intention. Meanwhile, Luthfiyatillah et al. (2020) emphasized that although E-WOM significantly affects purchase intention, it does not directly influence purchase decisions; instead, the effect is mediated by purchase intention. These studies reinforce the understanding that E-WOM plays a powerful role in shaping perception and purchase intention, particularly in digital contexts.

Unlike previous studies, this research specifically analyzes the influence of electronic word of mouth (E-WOM) on purchase intention, with fear of missing out (FOMO) as a mediating variable. The study aims to determine the extent to which recommendations or information shared through electronic media can motivate consumers to make purchases, especially when they experience anxiety about missing out on valuable opportunities. This aligns with Social Comparison Theory (Panger, 2014), which explains that individuals tend to compare themselves with others as a benchmark for self-evaluation. Social media amplifies this phenomenon, as the happiness and achievements of others displayed on digital platforms can drive individuals to pursue similar experiences. Jabeen et al. (2023) also found that FOMO triggered by social media is driven by anxiety and time pressure, which can lead to social comparison behavior and narcissistic admiration, ultimately influencing user behavior.

Reviews, photos, and videos of culinary experiences on Flamboyan Street that have gone viral on social media create a psychological effect that encourages people to try them for themselves (Rarumangkey, 2023). Unconsciously, individuals feel a strong urge to participate due to fear of being left out of ongoing social trends. This aligns with McGinnis (2004) definition of FOMO as the anxiety of missing out on important information or moments, especially when comparing oneself to others whose experiences appear more enjoyable on social media. Xi et al. (2022) further add that FOMO can drive individuals— particularly those with high self-esteem—to post products that reflect their identity on social media to gain social support. In line with this, Schiffman et al. (2010) states that purchase intention is a key indicator in predicting the likelihood of someone buying a particular product. Roozy et al. (2014) reinforce that purchase intention includes the desire to buy, considerations in the decision- making process, and the likelihood of recommending the product to others. Therefore, this study aims to comprehensively explore the relationship between E-WOM, FOMO, and consumer purchase intention in the Flamboyan Street area of Manado City.

This study adopts a quantitative approach with a descriptive design to examine the effect of Electronic Word of Mouth (E-WOM) on Purchase Intention, with Fear of Missing Out (FOMO) as a mediating variable. The quantitative approach enables objective measurement of variables and appropriate statistical analysis to test relationships between variables through surveys (Babbie, 2016; Malhotra, 2009; Syahrizal & Jailani, 2023). Primary data were collected using an online questionnaire with a five-point Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to produce generalizable findings (Hair et al., 2019). The study population consisted of individuals active in the Flamboyan Street area and on social media, with samples selected using convenience sampling based on accessibility and relevance criteria (Etikan et al., 2015). A minimum sample size of 107 respondents was determined using G*Power calculations to ensure statistical power (Hair et al., 2019). Data collection was conducted online via Google Forms to facilitate respondent participation and expedite the process.

Data analysis was performed using PLS-SEM with SmartPLS software, which allows for testing causal relationships between latent variables without assuming data normality (Ghozali, 2008 Hair et al., 2019). Instrument validity and reliability were assessed using the outer model, including indicators such as Cronbach’s Alpha, Composite Reliability, outer loadings, Average Variance Extracted (AVE), and discriminant validity (Fornell & Larcker, 1981; Hair et al., 2017; Umar, 2008). A collinearity test (VIF) was also conducted to ensure the absence of multicollinearity among predictor variables (Hair et al., 2019). Structural model analysis was then carried out by examining path coefficients, t- statistics, and R-square values to determine the strength and significance of relationships between variables (Hair et al., 2019). The significance of relationships was tested using p-values, with a 5% threshold (p < 0.05) as the criterion for determining path significance (Hair et al., 2019). Standardized root mean square residual (SRMR) is serve as an indicator of overall model fit, with value below 0.10 (<0.10) is considered accepted although SRMR < 0.08 is categorized as best fitted (Hair et al., 2019). The evaluation criteria included a minimum outer loading of 0.70, Cronbach’s Alpha and Composite Reliability above 0.70, and AVE of at least 0.50 to ensure the instrument met validity and reliability standards (Fornell & Larcker, 1981; Hair et al., 2019).

In this study, demographic profile analysis aims to provide a general overview of the characteristics of the respondents who participated. This information is essential for understanding consumer behavior patterns in the Flamboyan Street area, particularly in examining how Electronic Word of Mouth (E-WOM) and Fear of Missing Out (FOMO) influence Purchase Intention. Data were collected through an online questionnaire distributed via Google Forms, using a convenience sampling method, which resulted in 180 respondents. This number exceeds the minimum sample size determined through G*Power analysis to ensure statistical power (Hair et al., 2019). Tables 1 to 4 summarize the respondents’ characteristics based on gender, occupation, generation, frequency of visits, and purpose of visit.

Gender was analyzed due to potential differences in perceptions of E- WOM, FOMO, and purchasing decisions between males and females. Of the 180 respondents, 70 (38.89%) were male and 110 (61.11%) were female, indicating that the majority of respondents were women. Respondents’ ages were categorized into two generational groups: Millennials (born 1981–1996), comprising 22 individuals (12.22%), and Generation Z (born 1997–2012), comprising 158 individuals (87.78%). These generations were selected due to their strong association with digital activity and a higher tendency toward FOMO, particularly in the context of purchasing behavior on Flamboyan Street.

Respondents were classified into five occupational groups, with students forming the largest group (136 individuals), followed by other categories. Among the students, 90 were female and 46 were male. In terms of visit frequency, 79 respondents (43.89%) had visited Flamboyan Street 1–5 times, 52 respondents (28.89%) had visited 6–10 times, and 49 respondents (27.22%) had visited more than 20 times. This indicates a diversity in visit intensity, with both new and loyal visitors represented. The most common purpose of visit was a combination of coffee shops and street food stalls (78 respondents), followed by visits solely for street food (46 respondents), and visits exclusively to coffee shops (37 respondents). These preferences suggest that the culinary combination is the main attraction for visitors.

The findings of this study indicate that Electronic Word of Mouth (E- WOM) has a significant influence on both Fear of Missing Out (FOMO) and Purchase Intention. In the context of the Jalan Flamboyan area, information disseminated through social media encourages consumers to experience FOMO due to the exclusivity or unique appeal being promoted. The data reveal that E- WOM plays a crucial role in creating social pressure, reinforcing individuals’ perceptions that they must immediately engage in the experience. This finding aligns with Social Comparison Theory, which posits that individuals tend to evaluate themselves based on others’ experiences shared on social media (Festinger, 1954). Moreover, E-WOM has a highly significant impact on Purchase Intention. As evidenced by the data, information received through online reviews and recommendations shapes consumer perceptions of specific products or services, particularly among younger generations such as Generation Z and Millennials. This supports previous research by Reza Jalilvand & Samiei (2012), which found that online reviews can enhance consumer trust and motivate purchasing decisions. In other words, reviews perceived as authentic and relevant provide a strong emotional stimulus that drives consumers to make immediate purchases.

FOMO also contributes as a reinforcing factor in the relationship between E-WOM and Purchase Intention. It directly influences Purchase Intention by reflecting the emotional pressure individuals feel to act quickly in order not to miss out on important moments or exclusive opportunities. This finding is consistent with the argument by Przybylski et al. (2013), who stated that FOMO can accelerate purchasing decisions, especially in social contexts that emphasize exclusivity. The relationship between E-WOM and Purchase Intention is also in line with the findings of Cheung & Thadani (2012), who noted that positive information from other users can enhance consumer confidence in a product or service. This confidence influences purchasing behavior, particularly among younger age groups such as Generation Z and Millennials who are active social media users.

FOMO also serves as a complementary mediating variable, strengthening the indirect effect of E-WOM on Purchase Intention, with a path coefficient of 0.096, a t-value of 2.567, and a p-value of 0.002. FOMO adds an emotional dimension—namely, the fear of missing out on important moments or exclusive opportunities—which drives consumers to act promptly. Przybylski et al. (2013) demonstrated that FOMO can increase urgency and intention in purchasing decisions, particularly among younger individuals who are active on social media. The research data show that the combination of the persuasive power of online reviews and the emotional effect of FOMO significantly influences Purchase Intention, as confirmed by the structural model testing. This is consistent with Gupta & Sharma (2021), who found that consumers experiencing fear of missing out are more likely to make quicker purchasing decisions. FOMO is often triggered by information that highlights exclusivity or time-limited offers, thus motivating individuals to act immediately.

This study aimed to identify the influence of Electronic Word of Mouth (E-WOM) on Purchase Intention, with Fear of Missing Out (FOMO) as a mediating variable. The research focused on consumer behavior in the Jalan Flamboyan area, examining how information shared on social media can drive purchase intentions. The analysis revealed that E-WOM significantly affects FOMO, supporting the view that online reviews can heighten emotional pressure that prompts swift action. E-WOM was also found to directly influence Purchase Intention, consistent with existing theories and previous studies. Additionally, FOMO plays a vital role in encouraging consumer purchase intentions while also mediating the relationship between E-WOM and Purchase Intention, indicating an emotional effect that reinforces purchasing decisions.

These findings contribute to the understanding of the role of online reviews and emotional social pressure in consumer decision-making processes. Based on these results, business actors in the Jalan Flamboyan area are advised to optimize E-WOM strategies and adopt FOMO-based promotional approaches, such as limited-time or exclusive offers.

The Manado City Government is also encouraged to support local MSMEs in the area by strengthening infrastructure and promoting activities that foster social interaction. Future research is recommended to include additional variables such as brand loyalty or customer satisfaction, explore the effectiveness of various social media platforms, and expand the research location to enhance external validity.