THE INFLUENCE OF VIRAL MARKETING, FEAR OF MISSING OUT, AND PRICE PERCEPTION ON CUSTOMER SATISFACTION THROUGH PURCHASE DECISION AS AN INTERVENING VARIABLE AMONG FANS OF ONLINE-BASED TRENDY FOOD & BEVERAGES IN THE SPECIAL REGION OF YOGYAKARTA

Abstract

This study aims to analyze the influence of viral marketing, fear of missing out (FoMO), and price perception on consumer satisfaction, with purchase decision as an intervening variable, among fans of trendy food and beverages sold online in the Special Region of Yogyakarta. The research employs a quantitative approach with a survey method involving 100 respondents. Data analysis is conducted using Structural Equation Modeling–Partial Least Square (SEM–PLS). The results show that price perception has a positive and significant effect on both purchase decisions and consumer satisfaction. Conversely, viral marketing and FoMO do not significantly influence purchase decisions or consumer satisfaction. Furthermore, purchase decisions do not significantly mediate the relationship between the independent variables and consumer satisfaction. These findings imply that digital-based culinary businesses should focus more on price perception when developing their marketing strategies