PENGARUH FEAR OF MISSING OUT (FOMO), VIRAL MARKETING, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SEPEDA LISTRIK DI PONOROGO

This study examines the influence of psychological factors and digital marketing, namely Fear of Missing Out (FOMO), Viral Marketing, and E-WOM, on the decision to purchase electric bicycles in Ponorogo. The main objective of this study is to determine the extent to which these three variables influence consumer purchasing interest in the region. The methodology used is a survey with data collection through questionnaires distributed to electric bicycle users in Ponorogo, then analyzed using SPSS with a quantitative approach and Likert Scale. The sampling method uses the technique: Accidental Sampling. If the population size is not known with certainty, then the number of samples is obtained and the Hair formula and obtains a sample of 70 respondents. Research data collection uses a questionnaire in the form of a Google Form. The results of the study indicate that Fear of Missing Out (FOMO), Viral Marketing, and E-WOM simultaneously have a significant influence on the decision to purchase electric bicycles. These findings provide benefits for producers and marketers in designing more effective marketing strategies by utilizing psychological and digital factors as the main drivers of public purchasing interest. This research is expected to be a reference and benchmark in developing electric bicycle marketing in Indonesia, especially in the city of Ponorogo.