Pengaruh keinginan meniru dan fomo dalam produk kosmetik yang diendorse oleh sosial media influencer
Info Katalog
File Repositori
Nomor Panggil : 022002001183
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Asep Hermawan
Subyek : Social comparision,;Marketing manajamen
Kata Kunci : imitation of influencer, social comparision, materialism, FOMO, buying intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002001183_Halaman-Judul.pdf | 12 | |
| 2. | 2024_TA_SMJ_022002001183_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2024_TA_SMJ_022002001183_Bab-1-Pendahuluan.pdf | 13 | |
| 4. | 2024_TA_SMJ_022002001183_Bab-2-Tinjauan-Pustaka.pdf | 14 |
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| 5. | 2024_TA_SMJ_022002001183_Bab-3-Metodologi-Penelitian.pdf | 15 |
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| 6. | 2024_TA_SMJ_022002001183_Bab-4-Analisis-dan-Pembahasan.pdf | 13 |
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| 7. | 2024_TA_SMJ_022002001183_Bab-5-Simpulan.pdf | 3 | |
| 8. | 2024_TA_SMJ_022002001183_Daftar-Pustaka.pdf | 4 | |
| 9. | 2024_TA_SMJ_022002001183_Lampiran.pdf | 29 |
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P enelitian ini bertujuan untuk menganalisis pengaruh Imitation of Influencer, SocialComparision, Materialism, FOMO, terhadap Buying Intention. Data diperoleh denganmenyebarkan kuesioner secara online kepada konsumen yang mengikuti akun mediasosial dari tiga beuaty influencer yaitu Tasya Farasya, Nanda Arsyinta, serta HanumMega dan berdomisili di Jakarta. Jumlah sampel yang digunakan dalam penelitian inisebanyak 220 responden dengan Teknik pengambilan sampel yaitu purposivesampling. Metode analisis data yang digunakan dalam penelitian ini adalah StructuralEquation Model (SEM) dengan menggunakan software AMOS 21.Hasil penelitian ini menunjukan bahwa Imitation of Influencer berpengaruh positifterhadap Social Comparision, Imitation of Influencer tidak berpengaruh positifterhadap Materialism, Social Comparision berpengaruh positif terhadap FOMO,FOMO berpengaruh positif terhadap Buying Intention, Materialism berpengaruhpositif terhadap Buying Intention.
T his study aims to analyze the effect of Imitation of Influencer, Social Comparision,Materialism, FOMO, on Buying Intention. Data were obtained by distributionquestionnaires online to consumers who follow the social media accounts of threeinfluencers, namely Tasya Farasya, Nanda Arsyinta, and Hanum Mega and domiciledin Jakarta. The number of samples used in this study were 220 respondents with asampling technique that was purposive sampling. The data analysis method used inthis study is the Structural Equation Model (SEM) using AMOS 21 softwere.The result showed that Imitation of Influencer has a positive effect on SocialComparision, Imitation of Influencer has not positive effect on Materialism, SocialComparision has a positive effect on FOMO, FOMO has a positive effect on BuyingIntention, and Materialism has a positive effect on Buying Intention.
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