PENGARUH FOMO, PERSEPSI HARGA DAN PROMOSI MEDSOS TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN KAREN’S DINER JAKARTA

Diah Mutiara Syamer; Irma Setyawati

doi:10.29040/jie.v8i3.14300

PENGARUH FOMO, PERSEPSI HARGA DAN PROMOSI MEDSOS TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN KAREN’S DINER JAKARTA

Diah Mutiara Syamer, Irma Setyawati

Abstract

ABSTRACT
Recently, the term FoMO has often been used in marketing strategies. Consumers with FoMO want to follow what's viral on Social Media. As a result, consumer decisions in purchasing products are influenced by these feelings. Research was conducted to analyze the influence of Fear of Missing Out (FoMO), price perceptions and social media promotions on consumer satisfaction through purchasing decisions. Sampling was based on a purposive sampling technique of 105 respondents with the criteria of consumers who had visited and had purchased products at Karen's Diner Jakarta. The data in this study used Structural Equation Modeling (SEM)-PLS with SmartPLS 3.0. The research results concluded that: FoMO has a positive and insignificant effect on consumer satisfaction; Price perceptions and social media promotions have a positive and significant effect on consumer satisfaction. The influence of purchasing decisions as an intervening variable shows that FoMO has a positive and insignificant effect on purchasing decisions; Price perceptions and promotional media have a positive and significant effect on purchasing decisions.
Keywords: Fear of Missing Out, Price Perception, Social Media Promotions, Consumer Satisfaction and Purchase Decision
ABSTRAK
Istilah FoMO belakangan ini sering dimanfaatkan dalam strategi pemasaran. Konsumen dengan FoMO ingin mengikuti apa yang sedang viral di Media Sosial. Akibatnya keputusan konsumen dalam membeli produk dipengaruhi perasaan tersebut. Penelitian dilakukan untuk menganalisis pengaruh Fear of Missing Out (FoMO), persepsi harga dan promosi media sosial terhadap kepuasan konsumen melalui keputusan pembelian. Pengambilan sampel berdasarkan teknik purposive sampling sebanyak 105 responden dengan kriteria konsumen yang sudah pernah berkunjung dan pernah melakukan pembelian produk di Karen’s Diner Jakarta. Data pada penelitian ini menggunakan Structural Equation Modeling (SEM)-PLS dengan SmartPLS 3.0. Hasil penelitian menyimpulkan bahwa : FoMO berpengaruh positif dan tidak signifikan terhadap kepuasan konsumen; persepsi harga dan promosi media sosial berpengaruh positif dan signfikan terhadap kepuasan konsumen. Pengaruh keputusan pembelian sebagai variabel intervening menunjukkan bahwa FoMO berpengaruh positif dan tidak signifikan terhadap keputusan pembelian; persepsi harga dan promosi media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci : Fear of Missing Out, Persepsi Harga, Promosi Media Sosial, Kepuasan Konsumen, Keputusan Pembelian

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DOI: http://dx.doi.org/10.29040/jie.v8i3.14300