PENGARUH VIRAL MARKETING DAN FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSIVE BUYING PADA BONEKA LABUBU DI KOTA PALEMBANG

SALSABILLA, DIVA and Mavilinda, Hera Febria (2025) PENGARUH VIRAL MARKETING DAN FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSIVE BUYING PADA BONEKA LABUBU DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh viral marketing dan fear of missing out (FOMO) terhadap impulsive buying pada boneka Labubu di Palembang. Metode yang digunakan adalah kuantitatif dengan survei terhadap 100 responden melalui kuisioner untuk mengukur variabel-variabel tersebut. Data dianalisis menggunakan regresi dan uji signifikansi secara parsial maupun simultan. Hasil menunjukkan bahwa viral marketing dan FOMO berpengaruh positif dan signifikan terhadap impulsive buying, baik secara parsial maupun bersama-sama. Konten viral yang menimbulkan rasa terbatas dan ketakutan kehilangan kesempatan, serta strategi promosi yang memanfaatkan emosi dan tren, berperan penting dalam mendorong konsumen untuk melakukan pembelian impulsif. Penelitian ini memberikan insight penting untuk pengembangan strategi pemasaran digital yang lebih efektif di era media sosial. Kata Kunci: Viral Marketing, Fear Of Missing Out (FOMO), Impulsive Buying

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Viral Marketing, Fear Of Missing Out (FOMO), Impulsive Buying
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Diva Salsabilla
Date Deposited:	25 Jun 2025 03:46
Last Modified:	25 Jun 2025 03:46
URI:	http://repository.unsri.ac.id/id/eprint/175939

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