DHACA, CONSTATINA (2025) ANALISIS KEPUTUSAN PEMBELIAN DAN PERSEPSI NILAI SEBAGAI VARIABEL MEDIASI PENGGUNA IPHONE PADA MAHASISWA DI KOTA SURABAYA. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
ABSTRACT Competition in the Indonesian smartphone industry is intensifying, while the iPhone's market share is relatively low compared to other brands despite dominating global sales. The purpose of this study is to analyze the influence of Fear of Missing Out (FoMO) and a Hedonic Lifestyle on Purchasing Decisions, with the role of Perceived Value as a mediator among iPhone users among university students in Surabaya. This research method uses a quantitative approach with Structural Equation Modeling (SEM) and Partial Least Squares (PLS) analysis techniques. The sample of this study was 165 students from state universities in Surabaya. The sampling technique used was convenience sampling. Data were collected using a Likert-scale questionnaire. The results show that Fear of Missing Out (FoMO) (X1) has a positive and significant effect on Purchasing Decisions (Y) both directly and indirectly through Perceived Value (Z). Hedonic Lifestyle (X2) has a positive and significant effect on Purchasing Decisions (Y) both directly and indirectly through Perceived Value (Z). Perceived Value (Z) acts as a mediating variable that strengthens the influence of Fear of Missing Out (FoMO) (X1) and Hedonic Lifestyle (X2) on Purchasing Decisions (Y). Keywords: Fear of Missing Out (FoMO), Hedonic Lifestyle, Value Perception, Purchasing Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor |
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| Divisions: | Faculty of Economic and Business > Magister Management | ||||||||||||
| Depositing User: | Ahmad Septa Rachmawan | ||||||||||||
| Date Deposited: | 12 Nov 2025 06:16 | ||||||||||||
| Last Modified: | 12 Nov 2025 06:16 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46270 |
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