Pengaruh Fear Of Missing Out Dan Content Marketing Terhadap Keputusan Pembelian Produk Fashion Di Kalangan Mahasiswa D Universitas Islam Malang (Studi Kasus Pada Mahasiswa Universitas Islam Malang Fakultas Ekonomi Dan Bisnis Angkatan 2021-2022)

Abstract

Abstract

This study aims to determine the effect of Fear of Missing Out and Content Marketing on fashion product purchasing decisions among students in the Faculty of Economics and Business at the Islamic University of Malang. The phenomenon of widespread use of social media and digital marketing strategies has encouraged consumer behavior that tends to not want to miss out on trends, as well as exposure to various attractive and persuasive promotional content. The results of the study indicate that Fear of Missing Out and Content Marketing have a positive and significant effect on purchasing decisions. These findings indicate that the higher the level and the more effective the content marketing strategy used, the greater the tendency for consumers to make purchasing decisions.

Keywords: Fear of Missing Out, Content Marketing, Keputusan pembelian