How FOMO and Price Affect Online Purchase of Imitation Products
Bagaimana FOMO dan Harga Mempengaruhi Pembelian Produk Imitasi Secara Online
DOI:
https://doi.org/10.21070/ups.8217Keywords:
Purchase Intention, Imitating Products, Online Impulsive Buying, FOMO, Online StoreAbstract
The expansion of internet networks and the growth of e-commerce in the digital era have transformed marketing patterns and consumer behavior. This study aims to explore how factors such as FOMO, imitating products, and price value influence consumers' impulsive buying and purchase intentions toward imitating products online. A quantitative descriptive method was employed, with data collected through surveys by distributing questionnaires to respondents. The study sample was selected using a simple random sampling technique. Data analysis was conducted using Partial Least Squares - Structural Equation Modeling (PLS-SEM). FOMO and imitating products significantly affect online impulsive buying. Additionally, price value and online impulsive buying influence purchase intentions. There is an indirect effect of FOMO and imitating products on purchase intentions through online impulsive buying. These findings provide companies with a better understanding of how these factors affect counterfeit product purchase intentions. Online sellers can also develop more responsible marketing strategies.
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