Pengaruh Fear of Missing Out (FOMO), Kualitas Produk, Dan Promosi Media Sosial Terhadap Keputusan Pembelian Cookies Bomb Fudgybro Di Pasar Tunjungan Surabaya. (The Influence of Fear of Missing Out (FOMO), Product Quality, and Social Media Promotions on the Purchase Decisions of Cookies Bomb Fudgybro at Tunjungan Market Surabaya).

Maulidya, Elvira Dwiputri (2025) Pengaruh Fear of Missing Out (FOMO), Kualitas Produk, Dan Promosi Media Sosial Terhadap Keputusan Pembelian Cookies Bomb Fudgybro Di Pasar Tunjungan Surabaya. (The Influence of Fear of Missing Out (FOMO), Product Quality, and Social Media Promotions on the Purchase Decisions of Cookies Bomb Fudgybro at Tunjungan Market Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Fear of Missing Out (FOMO), kualitas produk, dan promosi media sosial terhadap keputusan pembelian Cookies Bomb Fudgybro di Pasar Tunjungan Surabaya. Fenomena FOMO yang berkembang di era digital, kualitas produk yang menjadi pertimbangan konsumen, serta intensitas promosi melalui media sosial diduga memiliki peran penting dalam membentuk keputusan pembelian konsumen terhadap produk kuliner viral seperti Cookies Bomb Fudgybro. Penelitian ini menggunakan pendekatan kuantitatif dengan jumlah responden sebanyak 100 orang. Teknik pengambilan sampel menggunakan non-probability sampling melalui purposive sampling dan accidental sampling. Data primer dikumpulkan melalui kuesioner yang disebarkan kepada konsumen Cookies Bomb Fudgybro di Pasar Tunjungan Surabaya. Analisis data dilakukan menggunakan software SPSS versi 27, meliputi uji validitas dan reliabilitas, uji asumsi klasik (uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas), analisis regresi linear berganda, serta pengujian hipotesis melalui uji t, uji F, dan koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa seluruh indikator yang digunakan dinyatakan valid dan reliabel. Hasil uji t menunjukkan bahwa Fear of Missing Out (FOMO), kualitas produk, dan promosi media sosial secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian Cookies Bomb Fudgybro. Hasil uji F menunjukkan bahwa ketiga variabel independen tersebut secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil uji koefisien determinasi (R²) menunjukkan bahwa variabel Fear of Missing Out (FOMO), kualitas produk, dan promosi media sosial mampu menjelaskan 63,9% variasi keputusan pembelian Cookies Bomb Fudgybro, sedangkan sisanya 36,1% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci: Fear of Missing Out (FOMO), Kualitas Produk, Promosi Media Sosial, Keputusan Pembelian.

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