Determinants of Purchase Intention in Indonesia’s Local Fast-Food Beverage Retail Industry: The Role of Brand Credibility and Fear of Missing Out from the Perspective of Signaling Theory
DOI:
https://doi.org/10.33506/sl.v15i3.6020Keywords:
Culture Involvement, Brand Identification, Brand Credibility, Fear of Missing Out, Purchase IntentionAbstract
Increasingly fierce competition in Indonesia’s local fast-food beverage retail industry is driving companies to understand the factors that influence consumer purchase intention. This study aims to analyze the influence of cultural involvement, brand identification, brand reputation, and Fear of Missing Out (FOMO) on purchase intention through brand credibility among Generation Y and Generation Z consumers in Indonesia. The study employed a quantitative approach using purposive sampling of 199 respondents who had previously purchased local fast-food beverage products. Data were analyzed using AMOS-based Structural Equation Modeling (SEM). The results indicate that cultural involvement and brand identification have a positive and significant effect on brand credibility, whereas brand reputation does not have a significant effect on brand credibility. Furthermore, brand credibility and Fear of Missing Out (FOMO) were found to have a positive and significant effect on purchase intention. This study expands the application of Signalling Theory in explaining the formation of purchase intention in the local fast-food beverage retail industry in Indonesia and provides practical implications for companies to strengthen brand credibility as a means of increasing consumer purchase intention.
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