THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON PURCHASE INTENTION MEDIATED BY CUSTOMER FEAR OF MISSING OUT AT DIKICHI RESTAURANT IN KEDIRI

Abstract

By examining customers at Dikichi Restaurant in Kediri, this research investigates the extent to which service quality and brand image influence purchase intention, with FOMO serving as a bridge between them. The study applied a quantitative methodology featuring descriptive and causal-comparative research designs. Using the Lemeshow formula alongside a purposive sampling technique, the study gathered a sample consisting of 384 respondents. Information was collected through Likert-scale questionnaires and processed using SmartPLS 4 for path analysis. Findings reveal that service quality and brand image positively and significantly affect purchase intention and FOMO. Additionally, FOMO positively and significantly influences purchase intention, and successfully mediates the impact of service quality and brand image on purchase intention. Based on descriptive evaluation, customer perceptions of service quality and brand image are high. FOMO levels range from moderate to high, whereas purchase intention is reported at an exceptionally high level. Overall, these outcomes imply that maintaining sustainable growth in consumer purchase intention can be achieved by enhancing service quality, strengthening brand identity, and applying digital campaigns that effectively generate FOMO.

Keywords: Service Quality, Brand Image, FOMO, Purchase Intention, SmartPLS.