The Effect Of Susceptibility To Global Consumer Culture and User Generated Content on Purchase Intention with Fear Of Missing Out As An Intervening Variable

This study aims to analyze the influence of Susceptibility to Global Consumer Culture (SGCC) and User-Generated Content (UGC) on Purchase Intention, with Fear of Missing Out (FOMO) as an intervening variable, regarding iPhone products among Generation Z. This study employs a quantitative approach using a survey method involving 150 respondents selected through purposive sampling and analyzed using PLS-SEM with the assistance of SmartPLS 3.0. The results show that SGCC has a positive and significant effect on FOMO and Purchase Intention; UGC has a positive and significant effect on Purchase Intention but no significant effect on FOMO; and FOMO has a positive and significant effect on Purchase Intention. Furthermore, FOMO mediates the effect of SGCC on Purchase Intention but does not mediate the effect of UGC on Purchase Intention. These findings indicate that Generation Z’s intention to purchase an iPhone is influenced by global consumer culture and the psychological driver of FOMO, whereas UGC drives Purchase Intention more through rational considerations regarding product quality and information.