Peran Komunikasi Digital Instagram dalam Membangun Fear of Missing Out (FOMO) pada Tren Olahraga Padel di Pekanbaru
DOI:
https://doi.org/10.31004/jpion.v4i4.828Keywords:
Instagram, padel, FOMO, komunikasi digital, tren olahragaAbstract
Penelitian ini bertujuan untuk menganalisis peran komunikasi digital melalui Instagram dalam membangun fenomena Fear of Missing Out (FOMO) terhadap tren olahraga padel di Pekanbaru. Fenomena ini semakin terlihat seiring meningkatnya eksposur visual padel di media sosial dan terbentuknya citra padel sebagai olahraga modern, estetik, dan bernilai sosial. Penelitian menggunakan metode kualitatif dengan pendekatan netnografi dan wawancara semi-terstruktur terhadap tiga kategori informan: pemain padel aktif, pengelola akun klub padel, dan pengguna Instagram yang belum bermain padel namun terpapar konten. Data dianalisis menggunakan kerangka Stimulus-Organism-Response (S-O-R) untuk menjelaskan bagaimana konten Instagram (stimulus) memicu proses psikologis seperti rasa penasaran, perbandingan sosial, dan kebutuhan afiliasi (organism) sehingga memengaruhi respons berupa engagement digital maupun keinginan mencoba padel. Hasil penelitian menunjukkan bahwa konten visual seperti reels, unggahan publik figur, dan dokumentasi mabar berperan signifikan dalam membangun citra padel sebagai gaya hidup eksklusif dan sosial, yang kemudian memunculkan FOMO di kalangan pengguna. Kesimpulan penelitian menegaskan bahwa Instagram menjadi katalis penting dalam penyebaran tren padel dan konstruksi identitas olahraga tersebut, sehingga memiliki implikasi bagi strategi komunikasi klub olahraga, pemasaran digital, dan kajian budaya media.
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