The Influence of Brand Image and Fear of Missing Out (FoMO) on the Purchase Decision of Puma Speedcat Products Among Students at the University of Sumatera Utara

Abstract

Trends and social media have sparked fierce competition in the footwear industry, particularly regarding the Puma Speedcat product. This study aims to analyse the influence of brand image and the fear of missing out (FoMO) on consumers’ purchasing decisions regarding this product. The research method employed was a quantitative approach, with a sample of 100 respondents. The methods used included instrument testing (validity and reliability tests), classical assumption tests (normality, multicollinearity, and heteroscedasticity tests), and multiple linear regression analysis for hypothesis testing. The research results from the partial t-test indicate that Brand Image has a significant effect (t-calculated = 4,438), as does the FoMO variable, which was found to have a significant effect (t-calculated = 9,898) in driving consumer interest to purchase. Simultaneously, the results of the F-test prove that both independent variables have a significant effect on purchasing decisions (calculated F = 126,075) with an R-squared value of 72,2%. The conclusion of this study confirms that purchasing decisions can be optimised to the fullest extent when a product has a strong reputation combined with the utilisation of the momentum of social trends currently developing within society.