Abstract:
This research investigatesthe influence of product quality and virality on overconsumption behavior of Sonny Angel products,
with Fear of Missing Out (FoMO) as a mediating variable. The study is theoretically based on the Uses and Gratifications
Theory (UGT), supported by the Electronic Word of Mouth (eWOM) approach. Using a quantitative method with a sample of
220 respondents from Generation Z who have purchased Sonny Angel products, the data were collected through structured
online questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show
that product quality and virality do not significantly influence FoMO, while FoMO significantly affects overconsumption
behavior. Furthermore, neither product quality nor virality directly affects overconsumption behavior, and FoMO was not
proven to mediate these relationships. This highlights that emotional and social factors, rather than product attributes or
exposure alone, play a more dominant role in driving excessive consumption among Gen Z. Future research is recommended
to explore other mediating variables such as social comparison or peer pressure, use more diverse samples, and apply mixed
methods to provide a deeper understanding of consumption behavior in the digital era. These findings also provide practical
insights for marketers to design ethical strategies that balance psychological appeal with sustainable consumer practices.
