The Influence of FOMO and Price on Purchasing Decisions for Fashion Products for Cirebon Students

Alfina Damayanti; Amelia Amanda Putri; Yusuf Yusuf; Tiara Muthiarsih

doi:10.55927/ministal.v4i2.14154

Authors

Alfina Damayanti Universitas Swadaya Gunung Jati
Amelia Amanda Putri Universitas Swadaya Gunung Jati
Yusuf Yusuf Universitas Swadaya Gunung Jati
Tiara Muthiarsih Universitas Swadaya Gunung Jati

DOI:

https://doi.org/10.55927/ministal.v4i2.14154

Keywords:

FOMO, Price, Buying Decision

Abstract

The development of information technology and social media has encouraged the emergence of the Fear of Missing Out (FOMO) phenomenon which influences consumer purchasing decisions, especially in fashion products. FOMO makes individuals tend to follow trends without careful consideration, while price remains the main factor. This study analyzes the influence of FOMO and price on purchasing decisions for fashion products among students in Cirebon using quantitative methods and multiple linear regression. The results show that FOMO and price have a significant influence on purchasing decisions, with FOMO having a positive influence. Simultaneously, both influence purchasing decisions by 60%. These findings suggest that marketers need to understand the psychology of Gen Z consumers in designing effective marketing strategies.

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