The Influence of Viral Marketing and Fear of Missing Out on Chagee Product Purchasing Decisions
JEL Classification: M31, M37, D12, D91, M39
DOI:
https://doi.org/10.37899/mjdm.v3i4.413Keywords:
Fear of Missing Out, Purchase Decisions, Viral MarketingAbstract
A This study is motivated by the increasing use of social media as a marketing tool that is able to influence consumer behavior in making purchases. In addition, the phenomenon of fear of missing out has also become a factor that can encourage consumers to purchase a product. This study aims to analyze the influence of viral marketing and fear of missing out on purchasing decisions for Chagee products. This study employs a quantitative approach using a purposive sampling technique. The sample in this study consisted of 110 respondents who had purchased Chagee products. The research results indicate that: (1) viral marketing has a positive and significant effect on purchasing decisions (β=0,542, p=0,000) with a large effect size (F2 = 0,549); (2) fear of missing out has a positive and significant effect on purchasing decisions (β=0,334, p=0,000) with a medium effect size (F2 = 0,209). Together, viral marketing and fear of missing out explain 51.3% of the variance in purchasing decisions (R2 = 0,513), while the remaining 48.7% is explained by other factors outside the research model. This study concludes that viral marketing is the primary driver of purchasing decisions, supported by psychological phenomena among Generation Z.
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