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All Journal Jurnal Minfo Polgan (JMP)
Irene Irene
Universitas Prima Indonesia
Computer Science & IT Library & Information Science Mathematics Social Sciences

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Pengaruh Fear Of Missing Out (Fomo), Brand Image, Dan Review Content Creator Terhadap Keputusan Pembelian Pada Produk Iphone Di Kalangan Gen Z Irene Irene; Katherine Vrisilia; Putri Ayu; Holfian Daulat Tambun Saribu; Rintan Br. Saragih
Jurnal Minfo Polgan Vol. 15 No. 1 (2026): Artikel Penelitian
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v15i1.16177

Abstract

This study aims to analyze the influence of Fear of Missing Out (FOMO), Brand Image, and Review Content Creator on the Purchase Decision of Iphone products among Generation Z (Gen Z). This research is a quantitative study. Primary data collection was conducted by distributing questionnaires to 118 Gen Z respondents selected using a purposive sampling method. Instrument testing included validity and reliability tests. In the classical assumption test, all variables were transformed into Natural Logarithm (LN) to overcome heteroscedasticity symptoms and ensure the feasibility of the regression model. The data analysis technique used was Multiple Linear Regression Analysis. The results of the study indicate that partially: (1) FOMO has a positive and significant effect on purchase decisions; (2) Brand Image has a positive and significant effect on purchase decisions; and (3) Review Content Creator has a positive and significant effect, while also being the most dominant variable influencing Iphone purchase decisions. Simultaneously, FOMO, Brand Image, and Review Content Creator have a significant effect on purchase decisions with a contribution level (Adjusted R Square) of 76.1%, while the remaining 23.9% is explained by other variables not examined in this study.
Co-Authors Holfian Daulat Tambun Saribu Katherine Vrisilia Putri Ayu Rintan Br. Saragih