PENGARUH TREN DAN FEAR OF MISSING OUT (FoMO) TERHADAP KEPUTUSAN PEMBELIAN IPHONE MELALUI BRAND TRUST PADA GEN Z DI KOTA JAMBI
DOI:
https://doi.org/10.62281/q9npz488Keywords:
Keputusan Pembelian, Brand Trust, Fear of Missing Out, Generasi Z, TrenAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh tren dan Fear of Missing Out (FoMO) terhadap keputusan pembelian iPhone pada Generasi Z di Kota Jambi dengan brand trust sebagai variabel mediasi. Perkembangan teknologi digital dan media sosial telah mengubah perilaku konsumen, khususnya Generasi Z, di mana keputusan pembelian tidak lagi didasarkan semata-mata pada pertimbangan fungsional, tetapi juga dipengaruhi oleh faktor sosial dan psikologis. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian kausal. Data dikumpulkan melalui kuesioner daring terhadap 97 responden Generasi Z yang pernah dan sedang menggunakan iPhone. Analisis data dilakukan menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa tren dan FoMO berpengaruh positif dan signifikan terhadap brand trust dan keputusan pembelian. Selain itu, brand trust berpengaruh signifikan terhadap keputusan pembelian serta berperan sebagai variabel mediasi dalam hubungan antara tren dan FoMO terhadap keputusan pembelian. Temuan ini menegaskan pentingnya penguatan kepercayaan merek dalam mengonversi pengaruh sosial dan psikologis menjadi keputusan pembelian aktual pada Generasi Z. Penelitian ini memberikan kontribusi konseptual dalam kajian perilaku konsumen digital, khususnya pada produk teknologi premium.
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