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All Journal Jurnal Ekonomi Jurnal Manajemen. Jurnal Sistem Informasi, Manajemen, dan Akuntansi (SIMAK) Jurnal Disrupsi Bisnis Forum Bisnis dan Kewirausahaan BIP'S : Jurnal Bisnis Perspektif Prosiding Seri Seminar Nasional Jurnal Abdimas Musi Charitas Buletin Ekonomi: Manajemen, Ekonomi Pembangunan, Akuntansi Jurnal Keuangan dan Bisnis Jurnal Pengabdian Masyarakat dan Riset Pendidikan Journal of Business and Information System
Maria Josephine Tyra, Maria Josephine Tyra,
UNIVERSITAS KATOLIK MUSI CHARITAS
Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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PENGARUH PERSEPSI HARGA DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN PRODUK COKLAT DUBAI Manalu, Anggriani Br; Tyra, Maria Josephine
Jurnal Keuangan dan Bisnis Vol. 24 No. 1 (2026): Jurnal Keuangan Dan Bisnis Volume 24, Number 1, Maret 2026
Publisher : Catholic University Musi Charitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32524/jkb.v24i1.1977

Abstract

Purpose: This study aims to examine the influence of price perception and fear of missing out on purchasing decisions for Dubai Chocolate products, considering the growing phenomenon of viral consumption driven by both rational and psychological factors. Design Methodology Approach: A quantitative survey was conducted among individuals who had purchased Dubai Chocolate products. A total of 100 respondents were selected using purposive sampling. Data were analyzed using multiple linear regression to assess the effect of price perception and FoMO on purchasing decisions. Findings: The results indicate that both price perception and FoMO have a positive and significant effect on purchasing decisions. Price perception demonstrates a stronger influence compared to FoMO, suggesting that consumers still rely on value evaluation despite exposure to social pressure. Practical Implications: The findings suggest that businesses should maintain a balance between pricing strategies and psychological triggers in marketing. Competitive pricing combined with the ability to create social desirability can enhance purchasing decisions, particularly for products positioned within viral trends. Originality Value: This study provides empirical evidence on the simultaneous role of rational evaluation and psychological pressure in shaping purchasing decisions within viral product contexts, offering a more integrated perspective on consumer behavior.
Co-Authors Agustinus Fernando Agustinus Riyanto Andreas Sarjono Andreas Sarjono Andreas Sarjono Angel Katerina Anisa Simanjuntak Ardiansyah Halim Catharina, Clara Delvin Ferrary Heriyanto Heriyanto Ignasius Heri Satrya Wangsa Ignatius heri Johan Gunady Onny Johan Gunady Onny Katerina, Angel Laksono Trisnantoro Leovani, Ega Lina Lina . Lina . Lina Lina Lina Lina Lina Lina Manalu, Anggriani Br Maria Ignasia Galuh Parwati Maria Ignasia Galuh Parwati Marsella, Marsella Octavianus Calvin Onny, Johan Gunady Ony, Johan Gunady Parwati, Maria Ignasia Galuh riyanto, agustinus Riyanto, Agustinus Simanjuntak, Anisa Siska Wulandari, Siska Vinatan, Tristama Widyartono, Agustinus