Pengaruh Fomo (Fear of Missing Out) Pada Consumer Behavior terhadap Purchase Decision Produk Apple (Studi pada Generasi Z di Universitas Pelita Harapan Medan)

Abstract

Generation Z is recognized as the generation born in the digital era and the largest user of technology products today. FOMO (Fear of Missing Out) is one of the factors impacting Generation Z consumer behavior because they feel compelled to keep up with the trend of technology products that are currently being talked about and are afraid of falling behind. As a result, purchase Decision may be impacted. This study aimed to examine the impact of FOMO on Consumer Behavior in Gen Z students Pelita Harapan University Medan City, the impact of Consumer Behavior on purchasing Decision for Masstige Brands products, and the impact of FOMO on purchase Decision for Masstige Brands products in Gen Z students Pelita Harapan University Medan City. The study was conducted for five months at the Pelita Harapan University (UPH) in Medan and utilized quantitative and associative methodologies. The populations in this study were active Generation Z students of UPH Medan from several faculties such as Management, Accounting, Law, and Information Systems who used Apple products. This study used non-probability sampling and gathered data through questionnaires and written sources. The hypothesis of this study revealed that FOMO had a positive impact on Generation Z consumer behavior at UPH Medan, consumer behavior had a positive impact on Generation Z purchase Decision at UPH Medan, and FOMO had a direct impact on Purchase Decision with Consumer Behavior as the intervening variable. The data analysis technique used in this study was descriptive statistical analysis and Structural Equation Model Analysis (SEM). This study discovered that Consumer Behavior had a significant impact on Purchase Decision, with a p-value of 0.000 and a significance value of 5%, meaning 0.000 < 0.05. This implied that hypothesis one (H1) is accepted. Moreover, Fear of Missing Out had a significant impact on Consumer Behavior, with a p-value of 0.000 and a significance value of 5%, meaning 0.000 < 0.05. This indicated that the second (H2) and third (H3) hypotheses are accepted. Lastly, Fear of Missing Out had an impact on Purchase Decision through Consumer Behaviour as a mediating variable with a p-value of 0.000 and a significance value of 5%, meaning 0.000 < 0.05. This indicated that hypothesis four (H4) is also accepted.