Pengaruh Fear of Missing Out (FOMO) dan Influencer terhadap Minat Beli Konsumen Pria pada Produk Skincare The Originote

Abstract

This research aims to analyze the influence of product quality, price and brand image on purchasing interest in The Originote Skincare. The research method used is associative research with a quantitative approach. Data was obtained through a questionnaire filled out by 100 respondents who met the purposive sampling criteria. The data analysis technique uses multiple linear regression with the help of SPSS. The research results show that product quality does not have a significant influence on purchasing decisions, with a coefficient of 0.048. This research aims to analyze the influence of Fear of Missing Out (FOMO) and the role of influencers on male consumers' buying interest in The Originote skincare products. The research method used is associative research with a quantitative approach. Data was collected through questionnaires distributed to respondents in Bandar Lampung. It is hoped that the research results will provide insight for marketers in designing effective marketing strategies.