PENGARUH FEAR OF MISSING OUT (FOMO), KUALITAS PRODUK, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN COOKIES BOMB FUDGYBRO DI PASAR TUNJUNGAN SURABAYA

Abstract

Penelitian ini bertujuan untuk mengkaji pengaruh Fear of Missing Out (FOMO), kualitas produk, dan promosi media sosial terhadap keputusan pembelian Fudgybro Bomb Cookies di Pasar Tunjungan, Surabaya. Penelitian menggunakan pendekatan kuantitatif dengan metode deskriptif dan verifikatif, serta desain penelitian asosiatif kausal. Pengumpulan data dilakukan terhadap 100 responden melalui penyebaran kuesioner yang diukur menggunakan skala Likert 1–5. Analisis data dilakukan dengan bantuan perangkat lunak SPSS yang meliputi uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji parsial (uji t), uji simultan (uji F), serta pengujian koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa Fear of Missing Out (FOMO), kualitas produk, dan promosi media sosial masing-masing memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Selain itu, ketiga variabel independen tersebut secara simultan juga terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai koefisien determinasi (R²) sebesar 0,639 mengindikasikan bahwa 63,9% variasi keputusan pembelian dapat dijelaskan oleh FOMO, kualitas produk, dan promosi media sosial, sedangkan sisanya dipengaruhi oleh faktor lain di luar model penelitian. Temuan ini diharapkan dapat menjadi bahan pertimbangan bagi pelaku usaha dalam merumuskan strategi pemasaran yang lebih efektif guna meningkatkan keputusan pembelian konsumen.

This study examines the effect of Fear of Missing Out (FOMO), product quality, and social media promotion on purchasing decisions for Fudgybro Bomb Cookies at Tunjungan Market, Surabaya. A quantitative approach was applied using descriptive and verification methods within a causal associative research design. Data were obtained from 100 respondents through a structured questionnaire measured on a five-point Likert scale. Data analysis was conducted using SPSS, including validity and reliability testing, classical assumption tests, multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous testing (F-test), and analysis of the coefficient of determination (R²). The findings indicate that FOMO, product quality, and social media promotion each have a positive and statistically significant influence on purchasing decisions. Furthermore, the three independent variables collectively demonstrate a positive and significant effect on purchasing decisions. The coefficient of determination (R²) value of 0.639 suggests that 63.9% of the variation in purchasing decisions is explained by FOMO, product quality, and social media promotion, while the remaining variance is attributable to other factors outside the research model. These results are expected to provide valuable insights for businesses in developing effective marketing strategies to enhance consumer purchasing decisions.