<![CDATA[The rapidly growing sports trend has led to an increase in sales in the sportswear industry, especially in footwear sales. Adidas, as the top brand in Indonesia, has successfully dominated the sports footwear market and outperformed local and other global products in emerging markets such as Indonesia. This study examines the effect utilitarian and hedonic value on purchase intention, with attitude positions as a mediating variable and FOMO as a moderating variable. Using a quantitative method on 256 Generation Z respondents in Indonesia and analyzed using SEMPLS version 4, the results indicate that both independent variables have a significant effect on purchase intention, both directly and through the mediation of the attitude variable. Furthermore, attitude as a mediating variable also plays a significant role in purchase intention. However, the influence of FOMO as a moderating variable between attitude and purchase intention shows insignificant results. These findings provide strategic implications for Adidas in enhancing product innovation.]]>
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