Pengaruh Fenomena Fear of Missing Out (FoMO) Terhadap Keputusan Pembelian Produk Pop Mart
Abstrak
Penelitian ini bertujuan untuk mengeksplorasi deskripsi Fear of Missing Out (FoMO) dan Keputusan Pembelian produk Pop Mart. Selain itu, penelitian ini juga menganalisis pengaruh parsial dan besarnya pengaruh FoMO, dengan sub-variabel Need to Belong, Need to Popularity, Anxiety, dan Addiction, terhadap variabel dependen yaitu keputusan pembelian konsumen terhadap produk Pop Mart. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan melalui survei yang disebarkan kepada pelanggan, di mana partisipan dipilih secara acak. Teknik analisis data yang digunakan adalah analisis linier berganda. Secara keseluruhan, deskripsi deskriptif variabel FoMO berada pada kondisi cukup, sedangkan Keputusan Pembelian berada pada kondisi baik. Hasil penelitian menunjukkan bahwa Fear of Missing Out (FoMO) memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Produk Pop Mart. Hal ini menunjukkan bahwa fenomena FoMO berperan penting dalam mendorong keputusan pembelian produk Pop Mart. Kata Kunci- Fear of Missing Out (FoMO), Need to Belong, Need to Popularity, Anxiety, Addiction, Keputusan Pembelian
Unduhan
Referensi
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