PENGARUH ELECTRONIC WORD OF MOUTH DAN FAIR OF MISSING OUT TERHADAP KEPUTUSAN PEMBELIAN ACTUAL MAKANAN SEHAT DI KOTA MALANG DI MEDIASI KEPERCAYAAN PELANGGAN ( Studi Pada Pelanggan Makanan Sehat Healty.Go )

This study aims to analyze the influence of Electronic Word of Mouth (e-WOM) and Fear of Missing Out (FOMO) on actual purchasing decisions of healthy food with customer trust as a mediating variable. This type of research is explanatory research with the population being consumers who have purchased healthy food Healty.GO in Malang city. This study uses a quantitative method with a sampling technique, namely purposive sampling with a sample of 246 respondents. Data collection was carried out through distributing questionnaires via google form and analyzed using Structural Equation Modeling–Partial Least Square (SEM- PLS). The results of the study indicate that e-WOM and FOMO have a positive and significant effect on actual purchasing decisions. In addition, e-WOM and FOMO also have a positive effect on customer trust. Customer trust is proven to have a significant effect on actual purchasing decisions and mediates the influence of e-WOM and FOMO on purchasing decisions. This finding confirms the importance of trust in bridging the influence of digital e-WOM stimuli and psychological FOMO on actual purchasing decisions of healthy food consumers.
Keywords: Electronic Word of Mouth, Fear of Missing Out, Customer Trust, Actual Purchasing Decisions.