Mekanisme Psikologis Keputusan Pembelian Produk Teknologi Premium: Peran FOMO Dalam Menjembatani Influencer Marketing

Abstract

This study analyzes the psychological and social factors that drive Apple product purchasing decisions in Salatiga City using a quantitative approach. Key findings indicate that influencer marketing strategies play a crucial role in shaping positive attitudes and consumer trust through credible and transparent content. The presence of influencers has been proven effective in triggering the FOMO (fear of missing out) phenomenon, which creates a sense of urgency for their followers to stay on top of market trends. In addition to external influences, internal drives in the form of hedonic shopping motivations were found to have a significant influence in increasing positive consumer emotions, such as enthusiasm and happiness. These positive emotions serve as a strong emotional bridge that solidifies consumer confidence in making transactions. Overall, the integration of persuasive digital marketing and managing consumers' psychological aspects, both through social anxiety (FOMO) and emotional satisfaction, is a key factor in influencing purchasing decisions in the premium technology market segment. This research provides insights for marketers to align digital strategies with the emotional motivations of their target audience.