<![CDATA[Increasing public awareness of health, environmental, and sustainable lifestyle issues has prompted the emergence of demand for modern agricultural products such as hydroponics. The purpose of this study is to analyze the influence of price, knowledge, and the phenomenon of Fear of Missing Out (FOMO) on consumer buying interest in hydroponic melons in Gemolong. This study uses a quantitative approach with primary data obtained through the distribution of questionnaires to 100 respondents who buy hydroponic melons. The data were analyzed using multiple linear regression methods with the help of SPSS software version 25. The results showed that the regression model had an R² value of 0.281, which means that the price, knowledge, and FOMO variables were able to explain 28.1% of the variation in consumer buying interest, while the rest was influenced by other factors outside the model. Simultaneously, the three independent variables had a positive and significant effect on buying interest (Fcal value = 12.481; Sig = 0.000 < 0.05). However, partially, only the price variable had a positive and significant effect on buying interest (tcal value = 2.258; Sig = 0.026 < 0.05), while knowledge (Sig = 0.063) and FOMO (Sig = 0.564) had a positive but insignificant effect. These findings show that price is the dominant factor influencing consumer buying interest in hydroponic melons in Gemolong, while knowledge and FOMO have not been the main drivers in purchasing decision-making. This research provides practical implications for hydroponic agribusiness actors to set competitive pricing strategies and increase public literacy regarding the benefits and sustainability value of hydroponic products.]]>
