The Moderating Role Of Fomo: Electronic Word Of Mouth And Brand Image On Iphone Repurchase Intention Among Generation Z In Palu City
Abstract
This study aims to examine the influence of electronic word of mouth (E-WOM) and brand image on repurchase intention, as well as the moderating role of Fear of Missing Out (FOMO) among Generation Z iPhone users in Palu City. A quantitative approach was employed using data collected from 130 respondents through purposive sampling. The analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that both E-WOM and brand image have a positive and significant effect on repurchase intention, with brand image showing a more dominant influence. However, FOMO does not significantly moderate the relationship between E-WOM and repurchase intention, nor between brand image and repurchase intention. This indicates that repurchase decisions are primarily driven by rational evaluation of information and stable brand perceptions rather than short-term psychological pressures. This study contributes to the literature by clarifying the limited role of FOMO as a moderating variable in repurchase contexts and emphasizes the importance of cognitive and perceptual factors in shaping consumer behavior.
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Copyright (c) 2026 Muhammad Zainal, Rosida Panuki Adam, Umar Syarifuddin, Hesti Evrianti
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
