Key Opinion Leaders, Fear of Missing Out: Do They Effect the Gen-Z Purchase Decision of Agak Laen Movie Tickets?
Abstract
This study analyses the influence of Key Opinion Leaders (KOLs) on Generation Z's purchasing decisions for "Agak Laen" movie tickets, with Fear of Missing Out (FoMO) as a moderating variable. The researchers tested the hypotheses using Structural Equation Modeling (SEM) with Partial Least Squares (PLS) analysis via the SmartPLS application. KOL was measured through Reputation, Perceived Fit, and Product Involvement, while Purchase Stability, Purchase Consideration, and Attribute Fit assessed purchasing decisions. Researchers measured the dimensions of competence, autonomy, and relatedness in FoMO. The results reveal that KOLs positively and significantly affect purchasing decisions. However, FoMO does not moderate this relationship; this suggests that while KOLs influence Generation Z, the FoMO factor does not amplify their influence in purchasing "Agak Laen" movie tickets. These findings offer new insights into the roles of KOLs and FoMO in digital marketing, particularly for products that have already achieved widespread success.
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