The FoMO Labubu in AISAS Approach Digital Communication Study of Instagram User Behavior on Labubu Dolls

Fitri Hardianti; Nurul Eka Oktalisa; Fatmawati

The FoMO Labubu in AISAS Approach Digital Communication Study of Instagram User Behavior on Labubu Dolls

Authors

Fitri Hardianti Universitas Islam Riau
Nurul Eka Oktalisa Universitas Riau
Fatmawati Universitas Islam Riau

Keywords:

FoMO, Labubu, AISAS Approach, Instagram

Abstract

This study aims to describe FoMO pumpkins in depth and detail using the AISAS approach. This research uses a descriptive qualitative method in which researchers conduct observations and documentation on Instagram's social media. The results showed five stages in the decision-making process for Instagram users as potential customers of FoMO Labubu. The first stage is attention. At this stage, the form of attention is seen by the post of an influencer named Lisa Blackpink. The second stage, namely Interest, shows the Interest or enthusiasm of several Instagram users towards pumpkin dolls. The third stage is search; at this stage, Instagram users and potential consumers try to find as much information as possible about Labubu. Next, the fourth stage is action. At this stage, potential consumers will determine their behavior in carrying out the buying process or not; those who decide to buy pumpkins will take several actions to get the product based on the information they have previously collected. Finally, share. At this stage, consumers will share their overall experience in getting the pumpkin, and their uploads or posts can also influence other potential customers to do the same.

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The FoMO Labubu in AISAS Approach Digital Communication Study of Instagram User Behavior on Labubu Dolls