The Influence Of Fomo, Social Media Advertising And Product Innovation On Purchasing Decisions  At KFC Kota Probolinggo

Eka Wahyu Putri Sari; Yekti Rahajeng; Raihan Wishal Nafis

doi:10.63922/ijebir.v5i05.6298

Eka Wahyu Putri Sari Universitas Panca Marga, Probolinggo, Indonesia.
Yekti Rahajeng Universitas Panca Marga, Probolinggo, Indonesia.
Raihan Wishal Nafis Universitas Panca Marga, Probolinggo, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i05.6298

Keywords: FOMO, Social Media Ads, Product Innovation, Purchase Decisions

Abstract

The purpose of this study was to test the influence of FOMO, social media advertising, product innovation on purchasing decisions. This study uses a quantitative research method with a causal approach. The population of this study is KFC consumers in Probolinggo City who have purchased KFC products in June-July 2026. The number of samples taken was 12 (number of indicators) multiplied by 10 and the number of samples in the study was 120 respondents. Primary and secondary data as data sources in this study. The research data collection techniques are questionnaires and documentation. In this study, the researcher processed data using Statistical Packages For Social Science (SPSS) to test the influence of independent variables and dependent variables. The results of the study showed that 1) The FOMO variable has a significant influence on the purchase decision of KFC in Probolinggo City. 2) The variable of social media advertising has a significant influence on the purchase decision of KFC in Probolinggo City. 3) The variable of product innovation has a significant influence on the purchase decision of KFC in Probolinggo City

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