PENGARUH FEAR OF MISSING OUT (FOMO), KUALITAS PRODUK, DAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN COOKIES BOMB FUDGYBRO DI PASAR TUNJUNGAN SURABAYA

This study examines the effect of Fear of Missing Out (FOMO), product quality, and social media promotion on purchasing decisions for Fudgybro Bomb Cookies at Tunjungan Market, Surabaya. A quantitative approach was applied using descriptive and verification methods within a causal associative research design. Data were obtained from 100 respondents through a structured questionnaire measured on a five-point Likert scale. Data analysis was conducted using SPSS, including validity and reliability testing, classical assumption tests, multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous testing (F-test), and analysis of the coefficient of determination (R²). The findings indicate that FOMO, product quality, and social media promotion each have a positive and statistically significant influence on purchasing decisions. Furthermore, the three independent variables collectively demonstrate a positive and significant effect on purchasing decisions. The coefficient of determination (R²) value of 0.639 suggests that 63.9% of the variation in purchasing decisions is explained by FOMO, product quality, and social media promotion, while the remaining variance is attributable to other factors outside the research model. These results are expected to provide valuable insights for businesses in developing effective marketing strategies to enhance consumer purchasing decisions.