The Influence of Hedonic Motivation, Influencer Marketing on Purchase Decision With fomo (Fear of Missing out) As Mediation

Purpose: Current technological developments are causing changes in the decision-making process, especially in the fashion product industry. Theoretical framework: Many factors influence decision-making, such as hedonic motivation and influencer marketing. On the other hand, the phenomenon of Fear of Missing Out (FoMO) is also increasing, especially among teenagers and adults aged 17-41 years. Therefore, researchers decided to conduct further research on the influence of hedonic motivation and influencer marketing on purchasing decisions mediated by FoMO. Methodology: The research methodology employed in this study is a quantitative approach. In this study, the population includes all teenagers and adults (aged 18-41 years) who purchase fashion products through e-commerce platforms. The online buying demographic typically includes individuals between the ages of 18 and 41. Findings: This study employs a quantitative method with data collection through questionnaires and utilizes Partial Least Squares Path Modeling (PLS-SEM) for data analysis. Research, Practical & Social implications: The research findings indicate that hedonic motivation and influencer marketing have a significant and positive impact on purchase decisions. However, FoMO does not mediate the influence of influencer marketing on purchase decisions.