PENGARUH CITRA MEREK DAN INFLUENCER YANG DI MEDIASI OLEH FOMO (FEAR OF MISSING OUT) TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION

This study aims to determine and test the influence of Brand Image and Influencer mediated by FOMO (fear of missing out) on Fashion Product Purchase Decisions. This study uses a quantitative approach with purposive sampling. Data collection from 110 respondents through the use of questionnaires. The data analysis technique of this study uses the macro hayes process with SPSS software. The findings in this study indicate that brand image and Influencer significantly influence purchasing decisions. Fomo is positively and significantly influenced by brand image and influencers. Fomo does not have a significant effect on purchasing decisions and does not mediate the influence of brand image or influencers on purchasing decisions.