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The phenomenon of Fear of Missing Out (FoMO) has emerged as a significant psychosocial factor influencing the consumption behavior of Generation Z in the social media era. This study aims to explore how FoMO shapes the purchasing decisions of Generation Z using a qualitative approach, focusing on subjective experiences, digital social pressures, and interactions with viral content. A descriptive-interpretative qualitative method was employed, collecting data through in-depth interviews and observations of social media activity among Generation Z respondents actively engaged in digital platforms. Thematic analysis was applied to identify patterns of FoMO experiences and their impact on purchasing decisions. Findings reveal that FoMO arises from the need for social connection, social comparison with peers and influencers, and intensive exposure to digital trends. This phenomenon drives consumptive behaviors, particularly impulsive purchases, influenced by social validation and emotional impulses. Generation Z’s purchasing decisions are contextual, multidimensional, and not entirely rational, yet meaningful within the framework of digital social identity. The study underscores the necessity of a qualitative approach to comprehensively understand the psychological, social, and cultural complexities of FoMO and consumer behavior. The results provide a conceptual foundation for ethical and relevant marketing strategies targeting young consumers in the digital era.  

This study aims to elaborate on the mechanism of product design, word of mouth (WOM), price perception, and product quality on purchase decisions, with brand image serving as a mediating variable. The research focuses on consumers of Ogel-Ogel, a traditional snack product from Pemalang. Utilizing a quantitative descriptive method, data were gathered from 100 respondents through purposive and accidental sampling techniques. Data analysis employed path analysis and the Sobel test to measure the strength of the mediation effect. The results reveal that, partially, all independent variables and brand image exert a positive and significant influence on purchase decisions. The most crucial finding indicates that brand image acts as an effective mediating bridge, reinforcing the transformation of physical product attributes and social recommendations into actual purchasing actions. This underscores that for MSMEs in the culinary sector, visual uniqueness and quality are insufficient without consistent brand reputation management. This research provides strategic contributions for local product managers in integrating traditional marketing elements with brand equity strengthening to navigate an increasingly competitive market.

This study aims to analyze the influence of influencers and electronic word of mouth  (e-WOM) on the purchase decision of Bika Ambon Ahun in Medan City. The rapid development of social media has transformed how consumers obtain information and make purchasing decisions, making influencers and e-WOM essential components in shaping consumer perceptions and behavior. This research employs an associative quantitative method with data collected through questionnaires distributed to consumers who were familiar with the product through social media. The data were analyzed using partial (t-test) and simultaneous (F-test) analyses to examine the strength of the relationship between the independent variables and the purchase decision. The findings indicate that influencers have a positive and significant effect on purchase decisions, as consumers perceive influencer review content to be credible, engaging, and persuasive. Likewise, e-WOM demonstrates a positive and significant influence, supported by consumer trust in online reviews, comments, and recommendations that serve as strong social proof before making a purchase. Simultaneously, both influencers and e-WOM contribute 68.4% to the variation in purchase decisions, while the remaining 31.6% is influenced by other external factors. These results emphasize that the combined influence of influencers and e-WOM generates a synergistic effect that strengthens consumer interest, trust, and confidence in purchasing local products such as Bika Ambon Ahun. The study implies the importance for businesses to optimize digital marketing strategies by collaborating with credible influencers and encouraging positive online reviews as a means to reinforce consumer purchase decisions.  

This study is motivated by the rapid advancement of digital marketing and the increasing influence of psychological factors in shaping consumer behaviour, particularly among Generation Z, who are highly exposed to social media and global trends in imported skincare products. This phenomenon suggests that purchase decisions are not solely driven by digital marketing strategies but are also significantly influenced by emotional drivers such as Fear of Missing Out (FoMO). Accordingly, this study aims to analyse the effects of affiliate marketing, WhatsApp status, celebrity advertising, and FoMO on the purchase intention of Generation Z consumers in Tangerang City. Specifically, the study pursues five objectives: (1) to examine the effect of affiliate marketing on purchase intention; (2) to analyse the influence of WhatsApp status on purchase intention; (3) to investigate the impact of celebrity advertising on purchase intention; (4) to evaluate the effect of FoMO on purchase intention; and (5) to assess the simultaneous effects of all independent variables on purchase intention. This study adopts a quantitative approach using a survey method, with data collected through structured questionnaires administered to 250 respondents selected via accidental sampling. Data were analysed using multiple linear regression with the aid of SPSS software to examine the relationships among variables. The findings reveal that all independent variables exert a positive and statistically significant influence on purchase intention, with FoMO emerging as the most dominant predictor. These results underscore the greater role of psychological factors relative to digital marketing strategies in driving purchase intention among Generation Z consumers.The contribution of this study lies in integrating digital marketing strategies and psychological factors into a single empirical model, while also highlighting the growing importance of interpersonal digital communication, such as WhatsApp, in contemporary marketing contexts. From a practical perspective, the findings provide managerial implications for businesses to design marketing strategies that are not only informative but also capable of creating urgency and fostering emotional engagement among consumers.    

The development of online platforms has transformed consumer purchasing behavior, including in the culinary MSME sector. Product availability across multiple online platforms has become an important factor influencing consumers’ purchasing decisions. This study aims to analyze the effect of the availability of culinary MSME products on various online platforms on consumer purchasing decisions. This research employs a quantitative approach using an explanatory research method. Data were collected through questionnaires distributed to consumers who had purchased culinary MSME products via more than one online platform. Data analysis techniques included validity testing, reliability testing, simple linear regression analysis, and hypothesis testing (t-test). The results indicate that the availability of culinary MSME products on various online platforms has a positive and significant effect on consumer purchasing decisions. These findings suggest that the easier culinary MSME products are to find, access, and consistently available across multiple online platforms, the higher the likelihood of consumers making purchasing decisions. This study is expected to contribute theoretically to digital marketing literature and provide practical insights for culinary MSMEs in developing effective multi-platform marketing strategies.

This study examines the effect of consumer involvement on purchase intention toward Reavers ID sportswear products, focusing on cognitive involvement, affective involvement, enduring involvement, and situational involvement. The research addresses the problem of how different dimensions of consumer involvement influence consumers’ intention to purchase in the context of bazar-based marketing, where purchasing decisions are shaped by both rational evaluation and situational factors. The main objective of this study is to analyze the individual and simultaneous effects of the four involvement dimensions on consumers’ purchase intention. A quantitative approach with a causal design was applied, using survey data collected from 160 respondents who had visited the Reavers ID bazar and showed interest in purchasing sportswear products. Data were analyzed using multiple linear regression with the assistance of SPSS, supported by validity, reliability, and classical assumption tests. The results show that cognitive involvement, affective involvement, enduring involvement, and situational involvement all have positive and significant effects on purchase intention, both partially and simultaneously. Cognitive involvement was found to have the most dominant influence, indicating that rational evaluation of product quality and benefits plays a crucial role in shaping consumers’ buying intentions. These findings suggest that purchase intention is strengthened through a combination of rational consideration, emotional attachment, long-term interest, and supportive purchasing situations. In conclusion, enhancing both informational and experiential aspects of marketing strategies is essential for increasing consumers’ purchase intention toward Reavers ID sportswear products.

The Fast Beauty phenomenon presents social pressure from marketing strategies that create a feeling of worry about being left behind, thus encouraging generation Z consumers to purchase beauty products in the Fast Beauty brand category. This study aims to examine the relationship between Fear of Missing Out (FoMO) and purchase decisions among generation Z as consumers of Fast Beauty products. The method used in this study was a quantitative correlational method with 200 participants aged 18 to 30 years, of which 7 male (3.5%) and 193 female (96.5%). Data collection was conducted through an online questionnaire compiled using the Missing Out Scale (FoMOS) and a Purchase Decision scale using a Likert scale of 1 to 4. The analysis results show a significant positive relationship between Fear of Missing Out (FoMO) and purchase decisions (r = 0.620, p < 0.05), where the higher the Fear of Missing Out (FoMO), the higher the tendency of Generation Z consumers to make Fast Beauty product purchases. These analysis results align with previous research showing that consumers experiencing Fear of Missing Out (FoMO) tend to make product purchases without careful consideration due to concerns about being left behind in their social environment. The implications of this research show the importance of implementing marketing strategies that pay more attention to the psychological side of consumers and the implementation of more conscious consumer behavior before purchasing Fast Beauty products.

The increasing trend of secondhand clothing consumption, commonly known as thrift shopping, reflects a major shift in consumer behavior. This study aims to analyze the influence of product quality, price, and lifestyle on consumers’ purchase decisions for secondhand clothing at the Tugu Pahlawan Sunday Morning Market in Surabaya. This research employed a quantitative approach using a non-probability sampling design. Primary data were obtained from 167 respondents through structured questionnaires utilizing a five-point Likert scale. Data analysis was conducted using multiple linear regression with the support of SPSS software, preceded by validity, reliability, and classical assumption tests. The results show that product quality, price, and lifestyle simultaneously have a significant influence on purchase decisions. Partially, product quality and lifestyle have a positive and significant effect, while price shows a weaker but still significant influence. These findings indicate that consumers’ decisions to purchase secondhand clothing are not solely driven by low prices but also influenced by perceived product quality and lifestyle preferences. This study contributes to the understanding of consumer behavior in informal markets and provides practical implications for business practitioners and policymakers to enhance sustainable consumption patterns.

The study try to investigate what influences ATINY, followers of the South Korean idol group ATEEZ, about customer satisfaction and their decision to buy Nacific products. It investigates how brand ambassadors, fanaticism, Korean Wave, product quality, and buying decisions affect consumer pleasure. Through the use of questionnaires, 396 members of the ATINY fan group participated in the study. Structural Equation Modeling (SEM) was used in the study to analyze the data. The findings show that consumer happiness and purchasing decisions are influenced by product quality. Fanaticism, the Korean Wave, and brand ambassadors, however, had negligible effects on consumer happiness and purchase decisions. Additionally, it has been demonstrated that purchase decisions significantly and favorably affect consumer satisfaction. The study recommends that future studies examine the impact of social media and influencers on consumer behavior and take into account other factors like brand trust or customer experience. Additionally, studies using larger samples from different demographic groups can yield more broadly applicable findings.

This study aims to analyze the influence of price, product quality, and promotion on purchasing decisions of fashion products on the Shopee marketplace (Case Study: Students of STIE Dharma Putra Semarang). Data were collected using a questionnaire, with respondents selected through purposive sampling. The sample consisted of 50 students from STIE Dharma Putra Semarang who had previously purchased fashion products on Shopee. Based on hypothesis testing, the first hypothesis shows that price has a positive and significant effect on purchasing decisions (t = 2.638 > t-table = 1.678; regression coefficient β₁ = 0.252; significance = 0.011 < α = 0.05). The second hypothesis indicates that product quality has a positive and significant effect on purchasing decisions (t = 4.233 > t-table = 1.678; regression coefficient β₂ = 0.434; significance = 0.001 < α = 0.05). The third hypothesis reveals that promotion has a positive and significant effect on purchasing decisions (t = 3.924 > t-table = 1.678; regression coefficient β₃ = 0.341; significance = 0.001 < α = 0.05). Therefore, it can be concluded that the more competitive the price, the better the product quality, and the more attractive the promotions offered, the higher the purchasing decision for fashion products among students on the Shopee marketplace.

The rapid growth of digital marketplaces has fundamentally transformed consumer decision-making processes by intensifying price transparency, product comparability, and information exposure. In highly competitive marketplace environments, consumers are frequently confronted with numerous product alternatives and dynamic pricing structures, which shape how they evaluate options and ultimately decide to purchase. This study examines the effects of product variety and price perception on consumers’ purchase decisions in the context of ROSCA tumbler products sold on the Shopee marketplace. Using a quantitative explanatory approach, this research employs a survey-based design to analyze the relationships among variables and to estimate their relative effects through multiple linear regression analysis. Data were collected from 100 respondents who had previously purchased ROSCA tumblers on Shopee, selected using purposive sampling based on predefined criteria. The research instrument consisted of 15 Likert-scale items measuring product variety, price perception, and purchase decision. Data analysis included descriptive statistics, instrument validity and reliability testing, regression assumption diagnostics, and hypothesis testing using both partial (t-test) and simultaneous (F-test) procedures. The findings reveal that product variety has a positive and significant effect on purchase decisions, indicating that consumers are more likely to finalize purchases when they perceive product options as sufficiently diverse, relevant, and comparable. Price perception also exerts a positive and significant influence and demonstrates a stronger relative effect compared to product variety. This result underscores the central role of perceived price fairness, competitiveness, and value-for-money in shaping purchase decisions within transparent and highly competitive marketplace settings. Simultaneously, product variety and price perception explain a substantial proportion of variance in purchase decisions, highlighting their combined importance as key marketing stimuli. These findings contribute to the literature on digital consumer behavior by providing empirical evidence from a specific marketplace–product context and offer practical implications for sellers and brand managers in optimizing assortment design and pricing strategies to enhance conversion rates in online marketplaces

Pricing is a critical factor determining the success of small and medium-sized enterprises (SMEs) in the market. This study investigates the pricing strategy implemented by Kebab Ajo Lubeg, a culinary SME located near Universitas Putra Indonesia YPTK Padang. The research aims to analyze how pricing methods are applied, the factors considered in price determination, and their influence on consumer purchasing decisions and business strategy. A qualitative descriptive approach was employed, with data collected through semi-structured interviews with the owner and employees, direct observation, and documentation of product offerings and pricing. Findings indicate that Kebab Ajo applies a combination of cost-based pricing, competition-based pricing, and product-based price variation to balance production costs, consumer purchasing power, and market competition. The pricing strategy significantly affects consumer satisfaction, repeat purchases, perceived value, brand image, and business competitiveness. This study provides practical insights for other SMEs in setting appropriate prices while maintaining customer loyalty and profitability, and it contributes to the academic discourse on marketing management and pricing strategies in the culinary sector.

This research aims to examine the influence of store atmosphere, brand awareness, and lifestyle on purchasing decisions at Kobapa Store in Delitua District. This study uses a quantitative research method with a questionnaire research design. The subject of this research is the products of Kobapa Store, and the object of the study is consumers who purchase products at Kobapa Store, totaling 97 respondents. Data collection techniques include observation, questionnaires, and documentation. Data analysis techniques involve validity tests, reliability tests, and classical assumption tests. The data analysis method used is multiple linear regression with the assistance of SPSS 25 software. The t-test results show that store atmosphere has a positive effect on purchasing decisions. Brand awareness has a positive effect on purchasing decisions. Lifestyle also influences purchasing decisions. The F-test results indicate that store atmosphere, brand awareness, and lifestyle simultaneously affect purchasing decisions at Kobapa Store in Delitua District, with an F calculated value of 4.141 > F table value of 2.700, and a significance value of 0.008 < 0.05. The adjusted coefficient of determination (R Square) is 0.338, meaning that 33.8% of the dependent variable can be explained by the independent variables, while the remaining 66.2% is explained by other variables outside the ones studied.

This study aims to analyze the effect of price as a component of the marketing mix of NutriSari products on consumers’ purchase intention at the STIE YPBI Campus Canteen. Price is a crucial element of the marketing mix that directly influences consumer perceptions and purchasing decisions. Therefore, understanding consumers’ price perceptions is essential for companies in developing effective marketing strategies and maintaining competitiveness. This research employed a quantitative descriptive approach, with data collected through questionnaires distributed to consumers at the STIE YPBI Campus Canteen. The population of this study consisted of 40 active consumers within the campus canteen environment. Data were analyzed using validity and reliability tests, normality testing, simple linear regression analysis, t-test, and F-test with the assistance of SPSS software. The results indicate that price has a significant effect on purchase intention, as evidenced by an F-test value of 5.440 and a coefficient of determination of 54.40%. This finding implies that 54.40% of consumers’ purchase intention is influenced by price, while the remaining percentage is affected by other factors not examined in this study. Furthermore, the t-test results show that the calculated t-value (2.332) is greater than the critical t-value (2.024), indicating a positive and significant effect of price on purchase intention. The indicators of price affordability, price-quality suitability, price competitiveness, and price-benefit suitability collectively contribute to increasing consumers’ purchase intention at the STIE YPBI Campus Canteen.

Business competition in the culinary sector continues to increase along with changes in people's consumption patterns towards ready-to-eat food. One product that is quite popular is fried dim sum, which is known for its variety of flavors and relatively affordable prices. In this competitive environment, understanding how consumers perceive product price and quality is crucial for businesses to maintain and increase customer interest in purchasing goods. Consumer perceptions of product price and quality when they choose fried dim sum are the subject of this study. Informants were selected purposively in this study, which used a qualitative and descriptive approach, namely consumers who have purchased and consumed fried dim sum products. Data collection methods included comprehensive interviews, direct observation, and supporting documentation. The collected data were analyzed using an interactive analysis model developed by Miles and Huberman through steps such as data reduction, data presentation, and discovery. The results show that consumers view price as an indicator related to the affordability and suitability of the product value. Price is considered acceptable if it is commensurate with perceived quality. In addition, product quality, including taste, texture, cleanliness, and packaging, is a primary factor considered before making a purchase. Positive perceptions of product quality increase customer trust and encourage repeat purchases. This study concluded that customer perceptions or opinions about price and product quality influence fried dim sum purchasing decisions. Therefore, culinary businesses need to prioritize proportional pricing and maintain consistent product quality to enhance business competitiveness.

This study examines the price elasticity of fresh cow’s milk on the demand for raw materials at Anisa Yoghurt Company using a demand theory approach. Milk is the main input in yoghurt production, making price fluctuations potentially influential on production decisions. The objective of this research is to analyze the responsiveness of raw milk demand to price changes and to identify the elasticity characteristics of milk demand in a small-scale food processing business. This study employs a quantitative case study method using primary data collected through weekly observations of milk prices and quantities purchased over a three-month period, from September to November. The analysis applies the midpoint elasticity formula to measure price elasticity of demand. The findings indicate that the demand for raw milk is consistently inelastic across the observed periods, as shown by elasticity values with absolute magnitudes less than one. Both price decreases and increases result in relatively small changes in the quantity demanded, indicating low sensitivity of demand to price fluctuations. These results suggest that raw milk is an essential production input, and purchasing decisions are driven more by production needs than by short-term price changes. The study implies that yoghurt producers should prioritize supply stability and production efficiency rather than adjusting purchase volumes in response to minor price changes. This research contributes empirical evidence on demand elasticity in dairy-based agro-industries, particularly at the small enterprise level.

This study, titled “analysis of the influence of brand image and online promotion on generation z’s decision to purchase bsi product at bsi merr surabaya”, examines the effect of brand image (X1) and online promotion (X2) on the purchasing decisions (Y) of Generation Z consumers at the BSI Merr Surabaya branch. Using a quantitative research approach, data were collected from 100 respondents aged 20–27 years through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of WarpPLS 7.0 software. The results indicate that both brand image (X1) and online promotion (X2) have a significant and positive influence on Generation Z’s decision to purchase BSI products. Among the two variables, online promotion (X2) shows a stronger impact, highlighting its importance in engaging digitally savvy consumers. These findings emphasize the need for companies to strengthen digital marketing strategies while maintaining a solid brand image to effectively influence purchasing behavior. The study underscores the strategic relevance of optimizing both factors to enhance consumer engagement and drive purchase decisions among Generation Z.

This study aims to determine the influence of product, price, distribution channels, and promotion on customers’ purchasing decisions of Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. This research uses a quantitative approach. The population in this study consists of all customers who purchased Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. The sampling technique employed was purposive sampling, with a total of 105 respondents. The results indicate that, partially, the product and promotion variables have a positive and significant effect on purchasing decisions, while price and distribution channels do not significantly influence purchasing decisions. Simultaneously, the variables of product, price, distribution channels, and promotion have a positive and significant effect on the purchasing decisions of Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. These findings are expected to serve as a useful reference for the company in developing more effective marketing strategies, particularly by focusing on improving product quality and promotional efforts to encourage consumer purchasing decisions.

This study aims to examine the effects of service quality and product quality on customer satisfaction and purchase decisions, as well as the mediating role of customer satisfaction. The population consists of Shopee users in Semarang City (January–May 2025). Using the Lemeshow formula, 97 respondents were selected through purposive sampling. Data were collected using a 5-point Likert questionnaire and analyzed with SEM-AMOS. The findings show that both service quality and product quality significantly increase customer satisfaction. Service quality and product quality have positive but insignificant direct effects on purchase decisions, while customer satisfaction has a significant positive effect on purchase decisions. Customer satisfaction also significantly mediates the influence of service quality and product quality on purchase decisions. These results underline the crucial mediating role of satisfaction in shaping consumer purchasing behavior on digital platforms like Shopee.

The rapid development of digital technology, especially after the COVID-19 pandemic, has brought changes to people's behavior and lifestyle with the trend of digital payments. One of the advances in digital financial services technology is PayLater, a Fintech innovation that offers easy transactions in the form of loans and installments without a credit card. This study aims to analyze the influence of transaction convenience and risk perception on purchasing decisions using the PayLater feature on e-commerce platforms among Generation Z in Samarinda City. This study uses a quantitative approach with associative methods and multiple linear regression analysis using SPSS 27. The method used is purposive sampling to obtain a sample of 100 respondents from Generation Z in Samarinda City, aged 18-28 years, who have used PayLater on e-commerce platforms. The findings show that transaction convenience (X1) has a positive and significant effect on purchasing decisions, but risk perception (X2) does not have a significant effect on purchasing decisions. At the same time, both variables have a significant effect on purchasing decisions. The findings of this study are expected to provide valuable insights for the PayLater feature to design more effective strategies to improve customer satisfaction and transaction experience.