PENGARUH FEAR OF MISSING OUT, CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH, URBAN LIFESTYLE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER DI KARESIDENAN MADIUN

HAPSARI, ZINDY WIDY (2026) PENGARUH FEAR OF MISSING OUT, CELEBRITY ENDORSEMENT, ELECTRONIC WORD OF MOUTH, URBAN LIFESTYLE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK EIGER DI KARESIDENAN MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

This study aims to analyze the influence of Fear of Missing Out (FOMO), Celebrity Endorsement, Electronic Word of Mouth (E-WOM), Urban Lifestyle, and Brand Image on purchasing decisions for Eiger products in the Madiun Residency. The study employs a quantitative method with a sample of 242 Eiger consumers selected via Cluster Random Sampling. Data were collected using Likert-scale questionnaires and analyzed using SEM-PLS via SmartPLS 4.0. The results indicate that FOMO, Celebrity Endorsement, Urban Lifestyle, and Brand Image have a positive and significant influence on purchasing decisions, whereas E-WOM does not have a significant effect. Brand Image emerged as the most dominant variable influencing purchasing decisions. These findings suggest that Eiger consumers' purchasing decisions are driven more by brand image, lifestyle, public figures, and psychological factors than by online reviews. The study's implications highlight the importance of strengthening brand image, aligning products with urban lifestyles, and utilizing endorser strategies and product scarcity.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Fear of Missing Out; Celebrity Endorsement; Electronic Word of Mouth; Urban Lifestyle; Brand Image; Keputusan Pembelian; Eiger
Subjects:	A Social Sciences > H Social Sciences (General) A Social Sciences > HF Commerce A Social Sciences > HM Sociology
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	HAPSARI WIDY ZINDY
Date Deposited:	16 Oct 2026 01:57
Last Modified:	16 Oct 2026 01:57
URI:	http://eprint.unipma.ac.id/id/eprint/10270

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