The competition in the Indonesian smartphone industry is becoming increasingly intense, while iPhone’s market share remains relatively lower compared to other brands, despite dominating global sales. The objective of this study is to analyze the influence of Fear of Missing Out (FoMO) and Hedonic Lifestyle on Purchase Decision, with Perceived Value as a mediating variable among iPhone users who are university students in Surabaya. This research employs a quantitative approach with Structural Equation Modeling (SEM) – Partial Least Squares (PLS) as the analytical technique. The sample consists of 165 students from public universities in Surabaya, selected using a convenience sampling method. Data were collected through a Likert-scale questionnaire. The results indicate that Fear of Missing Out (FoMO) and Hedonic Lifestyle significantly contribute to iPhone Purchase Decisions, both directly and indirectly through Perceived Value. Furthermore, Perceived Value plays a mediating role in strengthening the influence of Fear of Missing Out (FoMO) and Hedonic Lifestyle on Purchase Decision.
Dhaca et al. (Sat,) studied this question.