Pengaruh Social Media Marketing, Fear Of Missing Out (Fomo), dan Brand Image Terhadap Keputusan Pembelian Uniqlo
DOI:
https://doi.org/10.35870/jemsi.v11i5.5093Keywords:
Social Media Marketing, Fear Of Missing Out (FOMO), and Buying DecisionAbstract
This study examines how Social Media Marketing, Fear Of Missing Out (FOMO), and Brand Image influence Uniqlo product purchasing decisions. A quantitative approach was used in this study with a non- probability sampling method and a purposive sampling technique involving 100 respondents who are consumers of Uniqlo products based on criteria (age, gender, occupation, income, Uniqlo product purchases in the last 3 months, Uniqlo product information on social media, Uniqlo product purchases, and the number of visitors to Uniqlo offline stores in 3 months). Data collection was carried out through online questionnaires, and the responses obtained were analyzed using a Likert measurement scale. The numerical data obtained were processed using SPSS software through a series of tests, including validity, reliability, multiple linear regression, and a hypothesis testing process applying the t-test and f-test. The research findings show that Social Media Marketing, Social Media Marketing, Fear Of Missing Out (FOMO), and Brand Image influence Uniqlo product purchasing decisions simultaneously and significantly. Social Media Marketing plays an important role in shaping consumer interest, while FoMO encourages more impulsive purchasing behavior. In addition, a strong brand image strengthens consumer confidence in making product purchasing decisions.
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