PENGARUH TINGKAT PERSUASIF PESAN KOMUNITAS DISCOUNTFESS DAN TINGKAT FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION

Abstract

This study aims to examine the effect of the level of message persuasiveness in the Discountfess community and the level of Fear of Missing Out (FoMO) on online fashion product purchasing decisions. This study uses a quantitative approach, with primary data collected through questionnaires distributed via Google Forms, with the research subjects being members of the Discountfess community who have accessed discount information related to fashion products. The sample used in this study consisted of 100 respondents, obtained using the Purposive Sampling technique. Data analysis was conducted using logistic regression with the assistance of IBM SPSS software version 25. The results of this study conclude that the level of message persuasiveness has a significant effect on fashion product purchasing decisions, while the level of FoMO does not have a significant effect on purchasing decisions. Thus, this study shows that the quality of persuasive messages in virtual communities is an important factor that drives purchasing decisions for fashion products on e-commerce platforms.