THE EFFECT OF FEAR OF MISSING OUT, SOCIAL INFLUENCE, AND LIFESTYLE ON IPHONE PURCHASE DECISIONS WITH PURCHASE INTEREST AS AN INTERVENING VARIABLE

Elang Pramudya Perkasa, Heny Sidanti, Hendra Setiawan

Abstract


This study aims to analyze the influence of Fear of Missing Out (FoMO), Social Influence, and Lifestyle on iPhone purchasing decisions, with purchase intention as an intervening variable among university students in Madiun City. iPhone purchases are driven not only by functional needs but also by psychological and social factors. A quantitative approach was employed, with data collected through purposive sampling from 384 respondents. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results indicate that FoMO, Social Influence, and Lifestyle have a positive and significant effect on purchase intention and purchasing decisions. Purchase intention also mediates the relationship between the independent variables and purchasing decisions. In conclusion, psychological and social factors play a crucial role in shaping student consumer behavior. Future research should explore additional variables such as price or promotions. These findings are essential for marketers in designing emotion- and social influence-based strategies. 

Keywords: Fear of Missing Out, Social Influence, Lifestyle, purchase intention, purchasing decisions, SmartPLS.

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References


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