The Effect Of Fear Of Missing Out (FOMO) And Viral Marketing On Consumer Shopee Purchasing Decisions In Generation Z In Tasikmalaya City

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Survey analysis reveals viral marketing significantly influences purchasing decisions in Generation Z, while FOMO does not.

Viral marketing significantly affects purchasing decisions in Generation Z, indicating potential advertising effectiveness.
Data analysis showed a significant overall impact of fear of missing out and viral marketing on consumer decisions.
This survey utilized a quantitative approach with 100 respondents to assess purchasing behavior.
Findings suggest marketers should focus on viral marketing strategies to influence consumer choices effectively.

Sa'bani et al. (2024) studied this question.

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