Pengaruh Tingkat Literasi, Paparan Sosial Media, dan FoMO terhadap Perilaku Membeli Kembali melalui Perilaku Boikot dengan Ketergantungan Konsumen sebagai Variabel Moderasi Studi Kasus: PT. Coca Cola Indonesia

This study aims to determine the effect of literacy level, social media exposure, FoMO on consumer behavior through boycott behavior with consumer dependence as a moderating variable on consumers of PT. Coca-Cola Indonesia. This study uses a quantitative method. The population in this study were consumers who had purchased PT. Coca-Cola Indonesia products. The number of samples taken was 964 people, with the determination of sampling using non-probability sampling. The data used in this study are primary and secondary data, primary data is by distributing questionnaires. The measurement scale used is the Likert scale. Secondary data is the type of data obtained through research results of journals, articles, theses, books, the internet and other sources related to the variables in this study. The data analysis technique used is the statistical method. The statistical method used is Partial Least Square (PLS). The results of the study indicate that literacy level has a positive and significant effect on boycott behavior. Social media exposure has a positive and significant effect on boycott behavior. FoMO has a positive and significant effect on boycott behavior. Boycott behavior has a negative and significant effect on repurchase behavior. Dependence moderates the relationship between boycott behavior and repurchase behavior, and social media exposure, and FoMO influence repurchase behavior through boycott behavior.
Keywords: Literacy level; Social Media Exposure; FoMO; Repurchase Behavior; Boycott Behavior; Consumer Dependence