PENGARUH FEAR OF MISSING OUT, PERCEIVED ENJOYMENT, DAN EASE OF USE TERHADAP PERILAKU BELANJA ONLINE DENGAN TRUST SEBAGAI VARIABEL MODERASI
DOI:
https://doi.org/10.34125/jmp.v11i4.3406Keywords:
FoMO, Perceived Enjoyment, Ease of Use, Belanja Online, TrustAbstract
This study aims to analyze the influence of Fear of Missing Out (FoMO), Perceived Enjoyment, and Ease of Use on online shopping behavior with Trust as a moderation variable in students of the Accounting Education Study Program, State University of Semarang class of 2022. The research uses a quantitative approach with a proportional random sampling technique. The research sample totaled 118 respondents who were determined using the Slovin formula with an error rate of 5%. Data were collected through a questionnaire deployment using a four-level Likert scale and analyzed using classical assumption tests and Moderated Regression Analysis (MRA) with the help of IBM SPSS Statistics 27. The results showed that Fear of Missing Out and Ease of Use had a positive and significant effect on online shopping behavior, while Perceived Enjoyment had a positive but not significant effect. In addition, Trust has been proven to be able to moderate the influence of Fear of Missing Out, Perceived Enjoyment, and Ease of Use on online shopping behavior. These findings show that trust in e-commerce platforms strengthens the influence of psychological and technological factors in driving students' online shopping behavior. This study provides the implication that increasing consumer trust through transaction security, ease of use, and a positive shopping experience can improve online shopping behavior in a sustainable manner.
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