THE INFLUENCE OF SOCIAL MEDIA AND THE FEAR OF MISSING OUT ON GENERATION Z PURCHASING DECISION
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Date
2021
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Widyatama University - WIBEST
Abstract
This study aims to examine (1) the influence of social media on purchasing decisions, (2) the influence of
Fear of Missing Out on purchasing decisions, and (3) the influence of social media and Fear of Missing Out
on purchasing decisions. The method used in this research is quantitative method. The data was collected
using a questionnaire instrument, which was then analyzed using multiple regressions with classical
assumption tests. The sample in this study is Generation Z in Bandung. Results of this study showed that (1)
social media had no significant influence on purchasing decisions, (2) Fear of Missing Out had a significant
influence on purchasing decisions, and (3) social media and Fear of Missing Out had a significant influence
on purchasing decisions. The result of simultaneous regression calculation obtained that the whole
dimensions of the social media and FoMO variables had a significant influence on the purchasing decisions
of Generation Z. Since social media has no significant effect on purchasing decisions in Generation Z,
companies can carry out other strategies such as word-of-mouth techniques, decoy effect, or e-mail
marketing to improve purchasing decisions.