The Influence of Perceived Value, Brand Trust, and FOMO on Purchase Decision: The Mediating Role of Customer Loyalty in an Affordable Breakfast MSME
Abstract
This study examines the effects of Perceived Value, Brand Trust, and Fear of Missing Out (FOMO) on Purchase Decisions, with Customer Loyalty as a mediating variable among consumers of Bakal Bekal, an affordable breakfast-box MSME in Surabaya, Indonesia. A quantitative research design was employed using purposive sampling. The sample comprised 173 consumers who had purchased Bakal Bekal products at least twice during the previous three months. Data were collected through a five-point Likert-scale questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Perceived Value has a positive and significant effect on Purchase Decisions and Customer Loyalty. Brand Trust and FOMO do not have significant direct effects on Purchase Decisions, but both have positive and significant effects on Customer Loyalty. Customer Loyalty positively and significantly influences Purchase Decisions and mediates the effects of Perceived Value, Brand Trust, and FOMO on Purchase Decisions. These findings indicate that consumer purchasing decisions are influenced more directly by perceived value and established customer loyalty than by Brand Trust or FOMO alone. The findings provide practical implications for affordable culinary MSMEs seeking to strengthen product value, customer relationships, and repeat purchasing behavior.
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