Narayana, Yuxga Langlangbuana (2026) Pengaruh Fomo, Motivasi, dan Brand Image Terhadap Keputusan Pembelian Iphone Pada Kaum Gen Z Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The rapid development of technology and the high intensity of social media usage among young generations have led to the emergence of the Fear of Missing Out (FoMO) phenomenon, which has the potential to influence consumer behavior, particularly in purchasing decisions for premium technology products. iPhone, as one of the smartphone products with a strong brand image and a premium market position, continues to experience high demand among Generation Z despite its relatively high price. This phenomenon indicates that psychological and marketing factors play an important role in influencing consumers’ purchasing decisions. Therefore, this study aims to analyze the influence of Fear of Missing Out (FoMO), motivation, and brand image on the purchasing decisions of iPhone among Generation Z in Pekanbaru City. This research employed a quantitative approach using a survey method. The population of this study consisted of Generation Z in Pekanbaru City, totaling approximately 242,000 individuals. The sample size was determined using the Slovin formula with a 10% margin of error, resulting in 100 respondents selected through a purposive sampling technique. The data used in this study were primary data obtained through the distribution of questionnaires to respondents and analyzed using multiple linear regression analysis with the assistance of SPSS software. The results of the study indicate that partially the variables Fear of Missing Out (FoMO), motivation, and brand image have a positive and significant effect on the purchasing decisions of iPhone among Generation Z in Pekanbaru City. Furthermore, the simultaneous test results show that the three independent variables significantly influence purchasing decisions with a coefficient of determination (R²) value of 0.838. This indicates that 83.8% of the variation in purchasing decisions can be explained by FoMO, motivation, and brand image xii variables, while the remaining 16.2% is influenced by other variables outside the research model. Based on the findings of this study, it can be concluded that higher levels of FoMO, stronger consumer motivation, and a more positive brand image will increase the likelihood of Generation Z making purchasing decisions for iPhone products. These findings imply that companies should strengthen marketing strategies that enhance brand image and utilize consumers’ psychological factors, particularly the FoMO phenomenon, in shaping purchasing decisions.

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