The Influence Of Influencer Marketing, Fear Of Missing Out (Fomo), And Social Status On Consumer Purchase Decisions In Marketplaces From The Perspective Of Islamic Economics

Abstract

This study aims to analyze the influence of Influencer Marketing, Fear of Missing Out (FOMO), and Social Status on consumer purchasing decisions in the marketplace from the perspective of Islamic economics. The rapid development of digital marketplaces and social media has changed consumer behavior patterns, especially among Generation Z, thereby encouraging more consumptive and trend-oriented purchasing behavior. This study uses a quantitative approach with a survey method involving 100 Generation Z respondents in East Lampung Regency, selected through purposive sampling techniques. Data were collected through the distribution of questionnaires and analyzed using IBM SPSS Statistics version 27 through validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, and F-tests. The results of the study indicate that Influencer Marketing has a positive and significant effect on purchasing decisions, whereas Fear of Missing Out (FOMO) and Social Status do not have a significant partial effect on purchasing decisions. However, simultaneously, these three variables have a significant effect on consumer purchasing decisions in the marketplace. The coefficient of determination indicates that the three variables can explain 17.3% of purchasing decisions, while the remaining 82.7% is influenced by other factors outside the study. From the perspective of Islamic economics, consumer purchasing decisions should still be based on the principles of balance, necessity, honesty, and avoiding excessive consumption behavior.