Pengaruh Gaya Hidup dan Fear of Missing Out terhadap Keputusan Pembelian
Studi Kasus pada Konsumen Starbucks Ampera Raya
DOI:
https://doi.org/10.61132/jieap.v3i3.2609Keywords:
Consumer Behavior, FOMO, Lifestyle, Purchase Decisions, StarbucksAbstract
The rapid growth of the coffee shop business in Indonesia has intensified competition, requiring firms to understand the factors that drive consumers’ purchasing decisions. This study aims to analyze the influence of Lifestyle and Fear of Missing Out (FOMO) on the Purchasing Decisions of consumers at Starbucks DT Ampera Raya, both partially and simultaneously. A quantitative method with a survey technique was applied by distributing questionnaires to 100 respondents selected through purposive sampling. The research instrument used a Likert scale and the data were processed with SPSS through validity and reliability testing, classical assumption tests, multiple linear regression, partial (t) and simultaneous (F) tests, and the coefficient of determination. The results show that Lifestyle has a positive and significant effect on Purchasing Decisions (t = 4.232; sig. 0.000) and that FOMO also has a positive and significant effect (t = 4.410; sig. 0.000). Simultaneously, Lifestyle and FOMO have a positive and significant effect on Purchasing Decisions (F = 27.058; sig. 0.000), with an adjusted R-square of 34.5%. These findings imply that the stronger the alignment between a consumer’s lifestyle and Starbucks’ image, and the greater the FOMO experienced, the higher the likelihood of making a purchase.
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