Pengaruh Kepuasan Konsumen dan Fear Of Missing Out (FoMO) terhadap Loyalitas Pengguna Produk Apple

The increase in the number of users of Apple products was related to consumer loyalty triggered by consumer satisfaction with the product. Apple also utilized the fear of missing out (FoMO) phenomenon in young people to increase its sales. The purpose of this study was to determine the effect of customer satisfaction and fear of missing out (FoMO) on customer loyalty. The research method used was a quantitative method with accidental sampling technique. The sample size was 461 Apple product users, aged 18-24 years and had the desire to buy other Apple products. The measuring instrument used was a customer satisfaction scale compiled by researchers based on aspects from Garvin in Davis, Aquilano, & Chase (2003), the fear of missing out (FoMO) scale from Przybylski et al (2013), and the consumer loyalty scale from Griffin (2005). The results of multiple linear regression tests showed that customer satisfaction and fear of missing out (FoMO) had a significant effect on customer loyalty with Fcount = 30.727, p = 0.00 <0.05 with an R square value of 0.118. The effect of customer satisfaction (0.090) on customer loyalty was greater than fear of missing out (FoMO) (0.037).