THE INFLUENCE FOMO, STORE ATMOSPHERE, AND SERVICE QUALITY TOWARD BUYING INTENTION IN HYANG THE LOCAL FINEST MADIUN

Abstract

This study aims to analyze the influence of FOMO, store atmosphere, and service quality on consumer purchase interest at Hyang The Local Finest Madiun. The background of this research is based on the phenomenon of the increasing trend of people's visits to coffee shops as part of a lifestyle, not only for consumption but also as a place to relax and socialize. Hyang The Local Finest Madiun has become one of the popular destinations that attract public attention, especially among the younger generation, through social media-based marketing strategies, aesthetic interior design, and friendly and responsive service. This research employs a quantitative approach using survey methods. Data were collected through the distribution of questionnaires to respondents who are consumers of Hyang The Local Finest. The data analysis technique used is multiple linear regression to determine the influence of each variable on purchase interest. The results of the study show that FOMO. Innovations in line with consumer trends, and optimize the use of social media for more interactive promotions. Future research is suggested to include other variables such as price or service quality to obtain more comprehensive results.