Pengaruh Kualitas Produk, Media Promosi Digital dan Fear Of Missing Out (FOMO) terhadap Keputusan Pembelian
Studi pada Konsumen Kopi Kenangan Raden Saleh, Kota Tangerang
DOI:
https://doi.org/10.55606/jekombis.v5i3.6687Keywords:
Consumer Behavior, Digital Promotion Media, Fear of Missing Out (FoMO), Product Quality, Purchase DecisionsAbstract
This study aims to analyze the partial and simultaneous influence of Product Quality, Digital Promotion Media, and Fear of Missing Out (FoMO) on Purchase Decisions among consumers of Kopi Kenangan Raden Saleh, Tangerang City. This research employs a quantitative method with a descriptive approach to explain the relationship between variables. Since the population size was unknown, the sampling technique used was non-probability sampling with the accidental sampling method. Based on the Lemeshow formula, a total sample of 121 respondents was obtained. Data were collected through questionnaires and analyzed using the SPSS program with multiple linear regression techniques. The results indicate that, simultaneously, Product Quality, Digital Promotion Media, and FoMO have a significant effect on Purchase Decisions. Partially, each of these independent variables also has a significant influence on Purchase Decisions. Product quality reflects consumers’ perception of the value and performance of the product, while digital promotion media plays an important role in delivering information and attracting consumer attention. In addition, FoMO encourages consumers to make faster purchasing decisions due to psychological pressure and social influence. These findings suggest that both marketing strategies and consumer psychological factors are important determinants in shaping purchase decisions.
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