Anjelita, Nana Wilia (2025) Pengaruh Fear of Missing Out (FOMO) dan Self Control terhadap Keputusan Pembelian pada Kopi Tuku Surabaya Timur Merr. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of the coffee industry in Indonesia has led to increasingly intense competition, requiring companies to understand the psychological factors that influence consumer behavior in the process of making purchasing decisions. This study aims to analyze the influence of Fear of Missing Out (FOMO) and self-control on purchasing decisions among consumers of Kopi Tuku in Surabaya Timur Merr. The research employed a quantitative associative approach with a sample of 100 respondents obtained through accidental sampling techniques. Data were collected using Likert scale questionnaires and analyzed through multiple linear regression. The results of the study show that FOMO does not have a significant effect on purchasing decisions, while self-control has a significant influence. Simultaneously, both independent variables have an effect on purchasing decisions. These findings indicate that the urge to follow trends through social media does not always strengthen purchase intentions, while higher self-control reduces purchasing behavior. The implications of this research provide insights for marketers in designing promotional strategies that take into account psychological aspects and consumer behavior. Keyword: Consumer Behavior, Fear of Missing Out (FOMO), Self Control, Purchase Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Nana Wilia Anjelita | ||||||||
| Date Deposited: | 06 Aug 2025 03:28 | ||||||||
| Last Modified: | 06 Aug 2025 03:28 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41570 |
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