Pengaruh Fear of Missing Out (FoMO), Social Media Fatigue, Personal Branding Capability, dan Kreativitas terhadap Keberhasilan Usaha Menengah di Kota Ambon
DOI:
https://doi.org/10.58812/jekws.v3i04.2802Abstrak
Penelitian ini mengkaji pengaruh Fear of Missing Out (FoMO), Social Media Fatigue, Kemampuan Membangun Merek Pribadi, dan Kreativitas terhadap kesuksesan usaha menengah di Kota Ambon. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 115 pemilik dan manajer usaha melalui kuesioner terstruktur dengan skala Likert lima poin. Analisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS 3) untuk menguji efek langsung, tidak langsung, dan mediasi. Hasil menunjukkan bahwa FoMO dan Kelelahan Media Sosial memiliki efek negatif dan signifikan terhadap Kesuksesan Usaha, menunjukkan bahwa kecemasan akibat persaingan online dan kelelahan digital dapat mengurangi fokus strategis dan produktivitas. Sebaliknya, Kemampuan Membangun Merek Pribadi dan Kreativitas menunjukkan pengaruh positif yang kuat terhadap Kesuksesan Bisnis, menyoroti peran kritisnya dalam membangun keaslian, inovasi, dan loyalitas pelanggan. Selain itu, Kelelahan Media Sosial ditemukan memediasi sebagian hubungan antara FoMO dan Kesuksesan Bisnis, menggambarkan bagaimana paparan digital berlebihan mengubah tekanan psikologis menjadi penurunan kinerja. Model ini menunjukkan daya penjelas yang substansial (R² = 0.68) dan relevansi prediktif yang kuat (Q² = 0.42). Secara teoritis, studi ini memperluas Teori Kognitif Sosial dan Pandangan Berbasis Sumber Daya dengan mengintegrasikan faktor psikologis dan berbasis kemampuan ke dalam kerangka kewirausahaan digital. Secara praktis, hal ini menekankan pentingnya bagi wirausahawan untuk menyeimbangkan regulasi emosi dengan kreativitas dan branding pribadi untuk mempertahankan daya saing di era digital.
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