The development of information technology and
social media has encouraged the emergence of the
Fear of Missing Out (FOMO) phenomenon which
influences
consumer purchasing decisions,
especially in fashion products. FOMO makes
individuals tend to follow trends without careful
consideration, while price remains the main factor.
This study analyzes the influence of FOMO and
price on purchasing decisions for fashion products
among students in Cirebon using quantitative
methods and multiple linear regression. The results
show that FOMO and price have a significant
influence on purchasing decisions, with FOMO
having a positive influence. Simultaneously, both
influence purchasing decisions by 60%. These
findings suggest that marketers need to
understand the psychology of Gen Z consumers in
designing effective marketing strategies.