MUHAMMAD ZAINAL (2026) PERAN MODERASI FOMO: ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION PRODUK IPHONE PADA GENERASI Z DI KOTA PALU. Sarjana thesis, Universitas Tadulako.
Full text not available from this repository.Abstract
Thisstudyaimstoexaminetheinfluenceofelectronicwordof
mouth(E-WOM)andbrandimageonrepurchaseintention,as
well as themoderating roleof Fear ofMissingOut (FOMO)
amongGenerationZiPhoneusers inPaluCity.Aquantitative
approach was employed using data collected from 130
respondents throughpurposive sampling. The analysiswas
conducted using Structural EquationModeling–Partial Least
Squares (SEM-PLS). Thefindingsreveal thatbothE-WOMand
brandimagehaveapositiveandsignificanteffectonrepurchase
intention, with brand image showing a more dominant
influence.However,FOMOdoesnotsignificantlymoderatethe
relationshipbetweenE-WOMand repurchase intention, nor
betweenbrandimageandrepurchaseintention.Thisindicates
that repurchase decisions are primarily driven by rational
evaluationof informationandstablebrandperceptionsrather
thanshort-termpsychologicalpressures.Thisstudycontributes
to the literatureby clarifying the limitedroleof FOMOasa
moderatingvariable in repurchasecontextsandemphasizes
theimportanceofcognitiveandperceptual factors inshaping
consumerbehavior.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Subjects: | Tadulako University - Divisions > Fakultas Ekonomi dan Bisnis > Ekonomi Manajemen H Ilmu Sosial > Ekonomi Manajemen |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ekonomi Manajemen Library of Congress Subject Areas > H Ilmu Sosial > Ekonomi Manajemen |
| Date Deposited: | 29 Jun 2026 06:55 |
| Last Modified: | 29 Jun 2026 06:55 |
| URI: | https://repository.untad.ac.id/id/eprint/155953 |
| Baca Full Text: | Baca Sekarang |
Actions (login required)
- View Item