Pengaruh Fear of Missing Out (FoMO) dan Gaya Hidup terhadap Keputusan Pembelian iPhone Pada Generasi Z Jakarta Selatan

Abstract

The development of digital technology and social media has influenced consumer behavior, particularly among Generation Z, in making technology product purchase decision. The iPhone has become one of the most preferred smartphones due to its functionality and psychological factors such as Fear of Missing Out (FoMO) and lifestyle. This study aims to analyze the influence of Fear of Missing Out (FoMO) and lifestyle on iPhone purchase decision among Generation Z in South Jakarta. This research employed a quantitative associative method using a purposive sampling technique. The sample consisted of 100 respondents determined using the Lemeshow formula. Data were collected through an online questionnaire and analyzed using SPSS version 30 with validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results showed that Fear of Missing Out (FoMO) had a positive and significant effect on purchase decision, with a regression coefficient of 0.336, a t-value of 4.080 > 1.98472, and a significance value of 0.000 < 0.05. Conversely, lifestyle had no significant effect. Simultaneously, FoMO and lifestyle significantly affected purchase decision. The coefficient of determination (R²) of 0.146 indicates that both variables explain 14.6% of the variance in purchase decision, while the remaining 85.4% is explained by other factors outside this study.