Adistya, Vingkhan (2026) PENGARUH KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP MINAT BELI MELALUI FEAR OF MISSING OUT PELANGGAN PADA RESTORAN DIKICHI DI KEDIRI. S1 thesis, Universitas PGRI Madiun.
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Abstract
This study aims to determine the influence of service quality and brand image on purchase decision through Fear of Missing Out (FOMO) as a mediating variable among customers of Dikichi Restaurant in Kediri. This research employs a quantitative approach with descriptive quantitative and causal-comparative research types. The population in this study consists of all customers of Dikichi Restaurant who have made a purchase or had a consumption experience at the restaurant, with a sample size of 384 respondents determined using the Lemeshow formula and purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using path analysis with the assistance of SmartPLS version 4 software. The results show that service quality has a positive and significant effect on purchase decision (t-statistic = 6.571; p = 0.000), brand image has a positive and significant effect on purchase decision (t-statistic = 18.087; p = 0.000), service quality has a positive and significant effect on FOMO (t-statistic = 12.739; p = 0.000), brand image has a positive and significant effect on FOMO (t-statistic = 14.152; p = 0.000), and FOMO has a positive and significant effect on purchase decision (t-statistic = 7.867; p = 0.000). Furthermore, the mediation test results indicate that FOMO is able to mediate the effect of service quality on purchase decision (t-statistic = 10.731; p = 0.000) as well as the effect of brand image on purchase decision (t-statistic = 9.271; p = 0.000). The descriptive analysis results also show that consumer perceptions of service quality and brand image at Dikichi Restaurant are categorized as high, the level of FOMO is categorized as moderate to high, and consumer purchase decision is categorized as very high. This research implies that improving service quality and strengthening brand image, accompanied by digital promotion strategies to positively trigger FOMO, can serve as an effective strategy for Dikichi Restaurant in sustainably increasing consumer purchase decision.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Kualitas Pelayanan, Citra Merek, Fear of Missing Out (FOMO), Minat Beli, SmartPLS Service Quality, Brand Image, Fear of Missing Out (FOMO), Purchase Decision, SmartPLS |
| Subjects: | A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | VINGKHAN ADISTYA VINGKHAN |
| Date Deposited: | 28 Oct 2026 06:37 |
| Last Modified: | 28 Oct 2026 06:37 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10794 |
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