Electronic Theses and Dissertation

Penelitian ini bertujuan menganalisis pengaruh electronic word of mouth (ewom), fear of missing out (fomo), dan minat beli terhadap keputusan pembelian kuliner halal pada generasi z muslim di banda aceh. penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 128 responden. data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan spss. hasil penelitian menunjukkan bahwa secara simultan e-wom, fomo, dan minat beli berpengaruh signifikan terhadap keputusan pembelian. secara parsial, e-wom dan minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan fomo tidak berpengaruh signifikan. variabel e-wom menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian. nilai koefisien determinasi (r²) sebesar 0,688 menunjukkan bahwa 68,8% variasi keputusan pembelian dapat dijelaskan oleh e-wom, fomo, dan minat beli, sedangkan 31,2% dipengaruhi faktor lain di luar model penelitian. temuan ini menunjukkan bahwa pelaku usaha kuliner halal perlu memperkuat e-wom positif dan meningkatkan minat beli konsumen untuk mendorong keputusan pembelian. kata kunci: electronic word of mouth (e-wom), fear of missing out (fomo), minat beli, keputusan pembelian, kuliner halal, generasi z.

This study aims to analyze the influence of electronic word of mouth (e-WOM), fear of missing out (FOMO), and purchase intention on the purchase decision of halal culinary products among Muslim Generation Z in Banda Aceh. This study employed a quantitative approach using purposive sampling with 128 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results show that e-WOM, FOMO, and purchase intention simultaneously have a significant effect on purchase decisions. Partially, e-WOM and purchase intention have a positive and significant effect on purchase decisions, while FOMO has no significant effect. e-WOM is the most dominant factor influencing purchase decisions. The coefficient of determination (R²) of 0.688 indicates that 68.8% of the variation in purchase decisions is explained by eWOM, FOMO, and purchase intention, while the remaining 31.2% is explained by other factors outside the research model. These findings suggest that halal culinary businesses should strengthen positive e-WOM and enhance consumers' purchase intention to encourage purchase decisions. Keywords: electronic word of mouth (e-WOM), fear of missing out (FOMO), purchase intention, purchase decision, halal culinary, Generation Z