THE MODERATING ROLE OF FOMO (FEAR OF MISSING OUT) IN THE PUSH-PULL EFFECTS ON THE SWITCHING INTENTION OF IPHONE USERS
Annisha Suvero Suyar (a*), Ani Murwani Muhar (b), Yulina Astuti (c)

(a*) (b) Fakultas Ekonomi Bisnis, Universitas Harapan Medan, Jalan Imam Bonjol No. 35 Medan, North Sumatera, Indonesia
*annishasuvero.24[at]gmail.com

(c) Sekolah Tinggi Ilmu Manajemen Pase Langsa, Jalan Kebun Baru No. 05 A Paya Bujok Seuleumak, Langsa, Aceh, Indonesia

Abstract

Customers switch from one to another product to meet their wants and needs. The phenomenon of FOMO (Fear of Missing Out) among iPhone users can be attributed to either consumer demand or the influence of societal trends that encourage or motivate iPhone usage. Consequently, individuals are faced with a decision: to remain loyal to their existing Android device or to transition to an iPhone to enhance their social status. The migration model of PPM (Push-Pull-Mooring) is used to measure switching intention in the switching behavior model. The objectives of the research are to find and analyze Push and Pull Effects and Fear of Missing Out (FOMO) as Moderating the Switching Intention of iPhone users in Medan. Research methods are quantitative descriptive research with explanatory research. Data are collected from 200 people who switched to iPhone devices from Android. It^s analyzed by using the SPSS 26 with Moderating Regression Analysis. The results show that Push Effects have an insignificant influence on the switching Intention, and Pull effects significantly influence the switching Intention. FOMO is a moderating both for Push Effects and Pull Effects on the Switching Intention.

Keywords: Consumer Behavior, Pull Effect, Push Effect, FOMO, Switching Intention

Topic: Marketing management