THE INFLUENCE OF FEAR OF MISSING OUT (FOMO), BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR SKINTIFIC PRODUCTS AT PT. RADYSA DHARMA ABADI
Keywords:
Fear of Missing Out, Brand Image, Product Quality, Purchase DecisionAbstract
This study aims to determine and analyze the effect of Fear of Missing Out (FOMO), Brand Image, and Product Quality on Purchase Decisions of Skintific products at PT. Radysa Dharma Abadi, both partially and simultaneously. This research applies a quantitative approach using a survey method, distributing questionnaires to 120 respondents who are consumers of Skintific products at PT. Radysa Dharma Abadi. The data obtained were then analyzed using multiple linear regression analysis with the assistance of SPSS software. The results show that, partially, Fear of Missing Out (FOMO) has a positive and significant effect on Purchase Decision, with a t-count value of 6.517 (sig. 0.000). Brand Image also has a positive and significant effect, with a t-count value of 3.540 (sig. 0.001). Likewise, Product Quality has a positive and significant effect, with a t-count value of 5.389 (sig. 0.000). Simultaneously, the three variables significantly affect Purchase Decision, with an F-count value of 58.482 (sig. 0.000). The Adjusted R Square value of 0.592 indicates that 59.2% of the variation in Purchase Decision can be explained by these three variables, while the remainder is influenced by other factors outside this research model. The results of this study are expected to provide input for PT. Radysa Dharma Abadi in designing more effective marketing strategies, particularly by leveraging consumers' psychological factors, strengthening brand image, and maintaining product quality to increase Purchase Decisions for Skintific products.
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