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p-Index From 2021 - 2026
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All Journal Journal of Marketing and Technology Management (JMTM)
Deny Rolind Zabara
Darmajaya, Institut of Informatics and Business

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The Influence Of Hedonic And Fear Of Missing Out (Fomo) On The Interest In Buying Lapubu Dolls Among Gen Z In Bandar Lampung, Moderated By Influencers Deny Rolind Zabara; Gema Cahyo Nuranto
Journal Of Marketing and Technology Management Vol. 1 No. 1 (2025): June
Publisher : MINOVa Ditria Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66016/jmtm.v1i1.4

Abstract

This study aims to analyze the influence of hedonic motivation and fear of missing out (FOMO) on the purchase interest of Labubu dolls among Gen Z in Bandar Lampung, with the moderating role of influencers. This study uses a quantitative approach and survey method to collect data.The sample in this study was 120 respondents. The analysis tool usedand the data to be analyzed statistically using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method using Smart PLS software.0.The results of the study show that hedonic motivation has a positive and significant effect on purchase intention, while FOMO does not show a significant effect. In addition, influencers failed to moderate the influence of both on purchase intention. These findings provide important insights for entrepreneurs in designing the right marketing strategies to attract Gen Z purchase interest and highlight the importance of understanding the psychological factors that influence their purchasing decisions.
The Influence of Instagram Social Media Marketing and Brand Image on Consumer Purchase Decisions at Delapan Enam Coffee Deny Rolind Zabara; Nurrahmah Destrianingsih
Journal Of Marketing and Technology Management Vol. 1 No. 2 (2025): Desember
Publisher : MINOVa Ditria Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66016/jmtm.v1i2.21

Abstract

This study aims to analyze the influence of Instagram Social Media Marketing and Brand Image on consumers’ Purchase Decisions at Delapan Enam Coffee in Pringsewu Regency. The background of this research focuses on the decline in purchase decisions in 2024 as well as the suboptimal digital marketing efforts and brand image of the coffee shop. This research employs a quantitative method with an associative approach. A sample of 100 respondents was selected using a purposive sampling technique, with data collected through questionnaires and analyzed using validity tests, reliability tests, normality tests, linearity tests, multicollinearity tests, multiple linear regression, t-test, and F-test. The results indicate that Instagram Social Media Marketing has a significant influence on purchase decisions, and Brand Image also shows a significant effect. Simultaneously, both variables collectively influence purchase decisions. The coefficient of determination value of 0.120 indicates that the research variables explain 12% of the variation in purchase decisions, while the remaining 88% is influenced by other factors.
Co-Authors Gema Cahyo Nuranto Nurrahmah Destrianingsih