<![CDATA[The increasing competition in the sports footwear industry has encouraged companies to gain a deeper understanding of the factors influencing consumers' purchase decisions. Changes in consumer behavior among Generation Z and Millennials indicate that purchase decisions are influenced by the functional aspects of products and social dynamics, digital technological developments, and consumers' perceptions of a brand. This study aims to examine the influence of FOMO and perceived value on purchase decision, with Brand image as a mediating variable among consumers of Adidas Running Shoes in Indonesia. This research used a quantitative approach by collecting data through questionnaires distributed to Generation Z and Millennial consumers who had purchased or used Adidas Running Shoes. The data were analyzed using multiple linear regression and mediation analysis. The findings indicate that FOMO and perceived value have a positive effect on purchase decision for Adidas Running Shoes. Brand image significantly mediated the relationship between FOMO, perceived value, and purchase decision, its important role in strengthening consumers' purchase decisions. The findings also suggest that companies should enhance the perceived value of their products while maintaining a positive Brand image in order to encourage consumers' purchase decisions and strengthen their competitiveness in the sports footwear industry.]]>
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