ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPERAN MODERASI FOMO: ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION PRODUK IPHONE PADA GENERASI Z DI KOTA PALU |
| Nama: MUHAMMAD ZAINAL |
| Tahun: 2026 |
| Abstrak Thisstudyaimstoexaminetheinfluenceofelectronicwordof mouth(E-WOM)andbrandimageonrepurchaseintention,as well as themoderating roleof Fear ofMissingOut (FOMO) amongGenerationZiPhoneusers inPaluCity.Aquantitative approach was employed using data collected from 130 respondents throughpurposive sampling. The analysiswas conducted using Structural EquationModeling–Partial Least Squares (SEM-PLS). Thefindingsreveal thatbothE-WOMand brandimagehaveapositiveandsignificanteffectonrepurchase intention, with brand image showing a more dominant influence.However,FOMOdoesnotsignificantlymoderatethe relationshipbetweenE-WOMand repurchase intention, nor betweenbrandimageandrepurchaseintention.Thisindicates that repurchase decisions are primarily driven by rational evaluationof informationandstablebrandperceptionsrather thanshort-termpsychologicalpressures.Thisstudycontributes to the literatureby clarifying the limitedroleof FOMOasa moderatingvariable in repurchasecontextsandemphasizes theimportanceofcognitiveandperceptual factors inshaping consumerbehavior. |