<![CDATA[This study aims to analyze the influence of FoMO, Social Influence and Product Involvement on Purchase Decision of iPhone products in Semarang City. This research is quantitative and involves a population of iPhone users with usage time > 3 months. The study uses a survey method by collecting data from respondents who meet the criteria of the research sample, using purposive sampling technique with a total of 100 respondents. Data were analyzed using multiple regression analysis technique through SPSS software version 25. The results of this study partially indicate that FoMO and Product Involvement have a significant positive effect on Purchase Decision, while Social Influence does not have a significant effect on Purchase Decision. The implications of these findings provide valuable insights for companies in designing more effective marketing strategies to increase sales of iPhone products.]]>
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