Pengaruh Kualitas Produk, Store Atmosphere, dan Fear of Missing Out (FoMO) terhadap Keputusan Pembelian CW Coffee & Eatery di Cik Di Tiro Yogyakarta
DOI:
https://doi.org/10.47747/snfmi.v3i1.3106Abstract
This study aims to analyze the influence of product quality, store atmosphere, and fear of missing out (FoMO) on purchasing decisions with expenditure as a moderating variable. The sample consisted of consumers who had visited CW Coffee & Eatery in Cik Di Tiro, Yogyakarta, and was determined using purposive sampling, yielding 102 respondents. The data were collected via a Google Form survey. Furthermore, the data were processed using SEM-PLS, which underwent 3 tests: outer model evaluation, structural model evaluation, and model fit evaluation. The results of this study indicate that Product Quality and Store Atmosphere have a positive and significant effect on Purchasing Decisions, whereas FoMO has no positive effect and is insignificant. For the Expenditure variable, it is also shown not to moderate the influence of the relationship between Product Quality and Purchasing Decisions, nor that between Store Atmosphere and Purchasing Decisions. These findings provide valuable insights for marketers and business owners, informing them about the factors that influence consumer behavior and the potential strategies to enhance their marketing efforts.
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