Konsekuensi imitation of influencer pada industri fashion di indonesia
Info Katalog
File Repositori
Nomor Panggil : 022002001225
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2024
Pembimbing 1 : Fatik Rahayu
Subyek : Social comparison,;Marketing -- Management
Kata Kunci : imitation of influencer, social comparison, FOMO, materialisme, and buying intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2024_TA_SMJ_022002001225_Halaman-Judul.pdf | 11 | |
| 2. | 2024_TA_SMJ_022002001225_Lembar-Pengesahan.pdf | ||
| 3. | 2024_TA_SMJ_022002001225_Bab-1_Pendahuluan.pdf | ||
| 4. | 2024_TA_SMJ_022002001225_Bab-2_Tinjauan-Pustaka.pdf | 20 |
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| 5. | 2024_TA_SMJ_022002001225_Bab-3_Metodologi-Penelitian.pdf |
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| 6. | 2024_TA_SMJ_022002001225_Bab-4_Analisis-dan-Pembahasan.pdf |
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| 7. | 2024_TA_SMJ_022002001225_Bab-5_Simpulan-dan-Saran.pdf | ||
| 8. | 2024_TA_SMJ_022002001225_Daftar-Pustaka.pdf | ||
| 9. | 2024_TA_SMJ_022002001225_Lampiran.pdf |
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P Penelitian ini bertujuan untuk menganalisis variabel yang mempengaruhi niat beli produk melalui influencer di sosial media yaitu Imitation of Influencer, Social Comparison, FOMO, dan Materialisme. Metode pengumpulan data yang digunakan pada penelitian ini adalah adalah Non-Probability. Sampling dengan teknik Purposive Sampling yang disebarkan kepada 255 responden secara online melalui Google Form. Rancangan yang digunakan pada penelitian in adalah pengujian hipotesis dengan hasil Imitation of Influencer berpengaruh positif terhadap Social Comparison, Imitation of Influencer berpengaruh positif terhadap Materialisme, Social Comparison berpengaruh positif terhadap FOMO, FOMO berpengaruh positif terhadap Buying Intention, Social Comparison berpengaruh positif terhadap Materialisme, Materialisme berpengaruh positif terhadap Buying Intention. Penelitian selanjutnya disarankan untuk menambah variabel lain yang da
T This study aims to analyze the variables that influence product purchase intention through influencers on social media, namely Imitation of Influencers, Social Comparison, FOMO, and Materialisme. The data collection method used in this study is Non-Probability. Sampling with Purposive Sampling technique distributed to 255 respondents online via Google Form. The design used in this research is hypothesis testing with the results of Imitation of Influencers has a positive effect on Social Comparison, Imitation of Influencers has a positive effect on Materialisme, Social Comparison has a positive effect on FOMO, FOMO has a positive effect on Buying Intention, Social Comparison has a positive effect on Materialisme, Materialisme has a positive effect on Buying Intention. Further research is recommended to add other variables that can affect Buying Intention, namely Green Brand Awareness (Maziriri, 2022)
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