THE INFLUENCE OF FEAR OF MISSING OUT, CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH, URBAN LIFESTYLE, AND BRAND IMAGE ON PURCHASE DECISIONS FOR EIGER PRODUCTS IN THE MADIUN RESIDENCY

Zindy Widy Hapsari, Apriyanti Apriyanti, Wiwin Juliyanti

Abstract


This study aims to analyze the influence of Fear of Missing Out (FOMO), Celebrity Endorsement, Electronic Word of Mouth (E-WOM), Urban Lifestyle, and Brand Image on the purchasing decision of Eiger products among consumers in the Madiun Residency. The study employs a quantitative associative method with a sample of 242 Eiger consumers selected through Cluster Random Sampling across five regions of the Madiun Residency. Data were collected using Likert-scale questionnaires and analyzed using Structural Equation Modeling based on Partial Least Square (SEM-PLS) through SmartPLS 4.0. The results show that FOMO, Celebrity Endorsement, Urban Lifestyle, and Brand Image have a positive and significant effect on purchasing decisions, whereas E-WOM has no significant effect. Brand Image emerged as the most dominant variable influencing purchasing decisions, followed by Urban Lifestyle. These findings indicate that Eiger consumers' purchasing decisions are driven more by brand image, urban lifestyle, and public figures than by online reviews. The implications emphasize strengthening brand image, aligning products with urban lifestyles, and leveraging endorser strategies and product scarcity to trigger purchase urgency.

Keywords: Fear of Missing Out, Celebrity Endorsement, Electronic Word of Mouth, Urban Lifestyle, Brand Image, Purchasing Decision


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