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All Journal SYNERGY: Jurnal Bisnis dan Manajemen
Helda Rizki Amalia
Universitas Islam Riau
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Viral Marketing dan Fear of Missing Out (FoMO) Terhadap Keputusan Penggunaan Jasa Pada Self Photo Studio Anxietive Kota Pekanbaru Helda Rizki Amalia; Rosmayani Rosmayani
SYNERGY: Jurnal Bisnis dan Manajemen Vol 5, No 2 (2025)
Publisher : Pelantar Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52364/synergy.v5i2.77

Abstract

This study aims to examine the extent to which viral marketing and Fear of Missing Out (FoMO) influence the decision to use services at Anxietive self-photo studio in Pekanbaru. The research employs a quantitative approach. The sample was selected using purposive sampling with total of 100 respondents, data were collected through observation, interviews, questionnaires, documentation, and literature review. The data were analyzed usis SPSS sofwere by condusting several tests, including validity and reliability tests, classical assumption tests {normality, multicollinearity, and heteroscedasticity), multiple linear regression analysis, t-test, F-tests, and the coefficient of determination (R2). The result show that viral marketing and fear of missing out (FoMO) have a significant simultaneous effect on the decision to use services. Furthermore, the coefficient of determination (R2) indicates that viral marketing and fear of missing out (FoMO) strongly influence the decisions to use services at Anxietive self-photo studio in Pekanbaru
Co-Authors Rosmayani Rosmayani