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All Journal Jurnal Fakultas Ekonomi : OPTIMAL
Eko Yuliawan
STIE Mikroskil
Economics, Econometrics & Finance

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Analisis Pengaruh Faktor Kepercayaan, Kemudahan Dan Kualias Layanan Terhadap Keputusan Pembelian Eko Yuliawan
Optimal: Jurnal Ekonomi dan Kewirausahaan Vol 12 No 1 (2018): Optimal: Jurnal Ekonomi dan Kewirausahaan
Publisher : Fakultas Ekonomi Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/optimal.v12i1.1016

Abstract

Tujuan penelitian ini adalah untuk menganalisis faktor-faktor yang mempengaruhi Keputusan Pembelian Pada Website Zalora Indonesia. Faktor-faktor yang diduga berpengaruh terhadap Keputusan Pembelian yaitu kepercayaan, kemudahan dan kualitas layanan. Jenis penelitian ini adalah Deskriptif Kuantitatif. Teknik pengambilan sampel menggunakan teknik purposive sampling, yang berjumlah 105 mahasiswa pada prodi manajemen STIE Mikroskil Medan. Metode analisis yang digunakan dalam penelitian ini adalah analisis Regresi Linear Berganda. Hasil penelitian menunjukkan bahwa variabel kepercayaan, kemudahan dan Kualitas layanan secara simultan berpengaruh terhadap keputusan Pembelian. Secara parsial variabel kepercayaan dan kualitas layanan berpengaruh terhadap keputusan pembelian, sedangkan kemudahan tidak berpengaruh terhadap keputusan pembelian. Hasil analisis koefisien determinasi sebesar 30.8%, sedangkan sisanya sebesar 70.2% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Variabel kualitas layanan merupakan faktor yang paling pengaruh dominan terhadap keputusan pembelian.
FOMO, Kesadaran Merek, dan Minat Membeli Konsumen: Bukti dari Pasar Parfum Niche di Indonesia Eko Yuliawan; Mark Anthony Cabia
Optimal: Jurnal Ekonomi dan Kewirausahaan Vol 19 No 02 (2025): OPTIMAL: Jurnal Ekonomi dan Kewirausahaan
Publisher : Fakultas Ekonomi Universitas Islam 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/optimal.v19i02.11729

Abstract

This study aims to analyze the effect of Fear of Missing Out (FOMO) on purchase intention, mediated by brand awareness among consumers of niche or premium perfumes. The research employs a quantitative approach with an explanatory design. Data were collected online via Google Forms during the period of April to June 2025, involving 134 respondents who had previously purchased niche perfumes. The sampling technique used was purposive sampling, with criteria focusing on consumers who have experience purchasing premium perfumes. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM–PLS) method. The results show that FOMO has a positive effect on purchase intention, both directly and indirectly through brand awareness. These findings indicate that brand awareness plays a crucial role in strengthening the psychological and social influence on consumers’ purchase intentions. Theoretically, this study broadens the understanding of consumer behavior in the context of exclusive products, while practically, it provides insights for marketers to leverage FOMO-based strategies to enhance brand awareness and stimulate purchase intention. The originality of this study lies in integrating emotional and social factors to explain purchasing behavior in the niche perfume market in Indonesia.
Co-Authors Mark Anthony Cabia