PENGARUH NIAT DALAM MEMEDIASI FEAR OF MISSING OUT TERHADAP KEPUTUSAN BERKUNJUNG DIPERKUAT SOCIAL MEDIA CONTENT PADA DESTINASI WISATA DI MALANG

This study analyzes the influence of Social Media Content on tourists' visit decisions, with Fear of Missing Out (FoMO) and travel intention as mediating variables. The research was conducted in Malang City, which contributes more than 25% to the Regional Original Income (PAD). Using a quantitative approach with explanatory research methods, the study involved 630 tourists who visited Malang between 2022–2024. Data were collected through a 7-point Likert scale questionnaire and analyzed using SEM. The results show that social media content significantly influences tourists' visit decisions, both directly and through FoMO and travel intention. FoMO strengthens tourists' decisions through the visual and emotional influence of social media. Travel intention also proves to be a significant mediator. This study contributes theoretically by integrating FoMO and travel intention into a model to explain the dynamics of social media content's influence on tourists' visit decisions and offers practical implications for tourism marketers.