THE ROLE OF FEAR OF MISSING OUT AND PERSONALIZATION IN DRIVING CUSTOMER ENGAGEMENT AND BRAND LOYALTY: CASE STUDY OF SPOTIFY WRAPPED IN KEBUMEN

Abstract

This study aims to analyze the role of Fear of Missing Out (FoMO) and personalization in driving customer engagement and brand loyalty among Spotify Wrapped users in Kebumen. The method used is a quantitative approach with Partial Least Square-Structural Equation Modeling (PLS-SEM) analysis technique using SmartPLS 4.0 software. Data was collected through a questionnaire distributed to 100 respondents selected through purposive sampling. The results of the study indicate that FoMO and personalization have a positive and significant influence on user engagement. Relevant and personalized experiences tend to strengthen emotional engagement, especially when combined with social pressure that encourages users to stay connected to digital trends. Spotify Wrapped serves as an example of a feature that not only conveys personal information but also creates social incentives for users to actively participate. These findings provide practical contributions for digital companies like Spotify in designing marketing strategies that optimally leverage personalization and FoMO elements to enhance engagement and build brand loyalty