Influence of FOMO and Trends on iPhone Purchasing Decisions: A Generation Z Perspective in Semarang City

Lathifah; Makmun Riyanto; Bayu Setyo Nugroho

Authors

Lathifah Politeknik Negeri Semarang
Makmun Riyanto Politeknik Negeri Semarang
Bayu Setyo Nugroho Politeknik Negeri Semarang

Abstract

The intensifying role of digital social influence combined with continuous exposure to online trends has encouraged impulsive buying behavior among Generation Z. Despite this, limited research has directly explored how Fear of Missing Out (FOMO) and Trends contribute to purchasing decisions, particularly in the context of premium products like the iPhone. To address this research gap, the present study analyze the influence of Fear Of Missing Out (FOMO) and Trends on iPhone Purchase Decisions, specific focus Generation Z consumers in Semarang City. This study adopts a quantitative design through the use of a survey. The sample was determined using purposive sampling, with criteria specifying that respondents must be members of Generation Z in Semarang who have previously purchased an iPhone and are actively engaged with iPhone-related trends. Data analysis was conducted employing multiple linear regression. The findings and discuss demonstrate that both FOMO and Trends significantly shape purchasing decisions, with FOMO showing a greater impact compared to Trends. These results indicate that the greater the fear of being left out and the higher the engagement with trends, the stronger the tendency to make a purchase. Therefore, the study suggests that companies such as iBox should leverage digital social dynamics by designing marketing strategies based on exclusivity, limited product launches, and collaborations with influencers to reach Generation Z consumers more effectively.

Meningkatnya dorongan sosial di ranah digital serta paparan intens terhadap tren media sosial telah mendorong munculnya perilaku konsumsi impulsif pada Generasi Z. Meski demikian, kajian akademik yang secara khusus meneliti peran Fear of Missing Out (FOMO) dan Tren dalam membentuk keputusan pembelian, khususnya pada produk premium seperti iPhone, masih relatif terbatas. Berdasarkan kondisi tersebut, penelitian ini dirancang untuk menelaah secara mendalam bagaimana FOMO dan Tren memengaruhi Keputusan Pembelian iPhone dengan menitikberatkan pada Generasi Z di Kota Semarang. Penelitian ini menggunakan pendekatan kuantitatif melalui metode survei. Responden dipilih dengan teknik purposive sampling berdasarkan kriteria bahwa mereka merupakan bagian dari Generasi Z di Kota Semarang yang pernah membeli iPhone sekaligus aktif mengikuti tren terkait produk tersebut. Analisis data dilakukan menggunakan regresi linear berganda. Hasil pengujian memperlihatkan bahwa baik FOMO maupun Tren berkontribusi signifikan terhadap keputusan pembelian, dengan FOMO terbukti memberikan pengaruh yang lebih kuat dibandingkan Tren. Temuan ini menegaskan bahwa semakin besar rasa takut tertinggal dan semakin tinggi keterlibatan dalam tren, semakin besar pula kecenderungan seseorang untuk melakukan pembelian. Oleh sebab itu, penelitian ini merekomendasikan agar perusahaan seperti iBox memanfaatkan dinamika sosial digital melalui strategi pemasaran berbasis eksklusivitas, peluncuran produk terbatas, serta kolaborasi dengan influencer guna menjangkau konsumen Generasi Z secara lebih optimal.

Kata Kunci: FOMO, Tren, Keputusan Pembelian, Generasi Z, iPhone

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