Pengaruh FOMO, Brand Image, dan Price Consciousness Terhadap Repuchase intention dengan Purchase Decisions Sebagai Variabel Intervening Botol Minum Corkcicle pada Gen Z

Regita Cahyani (Universitas 17 Agustus 1945 Surabaya)
Muhammad Burhanuddin Thobari (Universitas 17 Agustus 1945 Surabaya)
Siti Mujanah (Universitas 17 Agustus 1945 Surabaya)
Achmad Yanu Alif Fianto (Universitas 17 Agustus 1945 Surabaya)

El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Vol. 6 No. 5 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam

Technological advancements and increasing market demands are forcing companies to continuously strive to improve the consumer behavior landscape, especially among generation Z. One of the increasingly prominent phenomena is Fear of Missing Out (FOMO), which is the fear of missing out on pleasant or profitable experiences that others are having. This FOMO, triggered by constant exposure to interesting content on social media, encourages generation Z to make implusive purchases. In addition to FOMO, strong brand image and price consciosness also play an important role in purchasing decisions. The data was collected using a questionnaire that had been tested for validity and reliability, and analyzed using IBM SPSS STATISTIK 25 path analysis