The Influence of Fear of Missing Out, Shopping Lifestyle, and Social Media Marketing on iPhone Purchase Decisions Among Generation Z in Kakas Barat District

Abstract

Digitalization has transformed smartphones from communication devices into markers of identity, lifestyle, and social belonging. This study examines whether Fear of Missing Out (FOMO), Shopping Lifestyle, and Social Media Marketing influence iPhone purchase decisions among Generation Z in Kakas Barat District, North Sulawesi. Using a quantitative causal-associative design, data were collected through a five-point Likert questionnaire from 97 Generation Z respondents selected through purposive sampling and analyzed using multiple linear regression with SPSS 25. The findings show that FOMO, Shopping Lifestyle, and Social Media Marketing jointly have a positive and significant effect on iPhone purchase decisions (F = 20.284; p < 0.001). Individually, FOMO (B = 0.407; β = 0.399; t = 4.550; p < 0.001), Shopping Lifestyle (B = 0.280; β = 0.285; t = 3.332; p = 0.001), and Social Media Marketing (B = 0.186; β = 0.186; t = 2.242; p = 0.027) each show a positive and significant association with purchase decisions. The model explains 39.6% of the variance in purchase decisions (R² = 0.396). The results indicate that iPhone purchase decisions in this setting are shaped by interconnected psychological, lifestyle, and digital-marketing factors, with FOMO showing the largest standardized coefficient.