PENGARUH FEAR OF MISSING OUT (FOMO), INFLUENCER MARKETING DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN PRODUK GLAD2GLOW DI TIKTOK PADA KONSUMEN GEN Z DI KOTA BENGKULU

Apriyanti, Nosi (2026) PENGARUH FEAR OF MISSING OUT (FOMO), INFLUENCER MARKETING DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN PRODUK GLAD2GLOW DI TIKTOK PADA KONSUMEN GEN Z DI KOTA BENGKULU. Skripsi (Bachelor) thesis, Universitas Muhammadiyah Bengkulu.

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Abstract

ABSTRAK PENGARUH FEAR OF MISSING OUT (FOMO), INFLUENCER MARKETING DAN PERCEIVED VALUE TERHADAP KEPUTUSAN PEMBELIAN PRODUK GLAD2GLOW DI TIKTOK PADA KONSUMEN GEN Z DI KOTA BENGKULU Oleh: Nosi Apriyanti¹ Adi Sismanto² Penelitian ini bertujuan untuk mengetahui pengaruh Fear of Missing Out (FOMO), Influencer Marketing, dan Perceived Value terhadap Keputusan Pembelian produk Glad2Glow di TikTok pada Konsumen Gen Z di Kota Bengkulu. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif. Populasi penelitian adalah konsumen Gen Z pengguna TikTok di Kota Bengkulu. Sampel penelitian berjumlah 180 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis deskriptif, regresi linier berganda, uji t, uji F, serta koefisien determinasi (R²) dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Fear of Missing Out (FOMO) berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk Glad2Glow di TikTok. Influencer Marketing juga berpengaruh positif dan signifikan terhadap Keputusan Pembelian, yang menunjukkan bahwa strategi pemasaran melalui influencer mampu meningkatkan keputusan pembelian konsumen. Perceived Value berpengaruh positif dan signifikan terhadap Keputusan Pembelian, yang berarti semakin tinggi nilai yang dirasakan konsumen, semakin tinggi pula keputusan pembelian. Secara simultan, Fear of Missing Out (FOMO), Influencer Marketing, dan Perceived Value berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk Glad2Glow di TikTok pada Konsumen Gen Z di Kota Bengkulu. Kata Kunci : Fear of Missing Out (FOMO), Influencer Marketing, Perceived Value, Keputusan Pembelian. ABSTRACT THE EFFECT OF FEAR OF MISSING OUT (FOMO), INFLUENCER MARKETING, AND PERCEIVED VALUE ON THE PURCHASE DECISION OF GLAD2GLOW PRODUCTS ON TIKTOK AMONG GEN Z CONSUMERS IN BENGKULU CITY By: Nosi Apriyanti¹ Adi Sismanto² This study aims to analyze the effect of Fear of Missing Out (FOMO), Influencer Marketing, and Perceived Value on the purchase decisions of Glad2Glow products on TikTok among Generation Z consumers in Bengkulu City. This study employed a quantitative research method with a descriptive approach. The population consisted of Generation Z consumers who use TikTok in Bengkulu City. A total of 180 respondents were selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using descriptive analysis, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R²) using SPSS software. The results showed that Fear of Missing Out (FOMO) has a positive and significant effect on the purchase decisions of Glad2Glow products on TikTok. Influencer Marketing also has a positive and significant effect on purchase decisions, indicating that influencer marketing positively influences consumers' purchase decisions. Perceived Value has a positive and significant effect on purchase decisions, indicating that the higher the value perceived by consumers, the higher their purchase decisions. Simultaneously, Fear of Missing Out (FOMO), Influencer Marketing, and Perceived Value have a positive and significant effect on the purchase decisions of Glad2Glow products on TikTok among Generation Z consumers in Bengkulu City. Keywords : Fear of Missing Out (FOMO), Influencer Marketing, Perceived Value, Purchase Decisions..

Item Type: Thesis (Skripsi (Bachelor))
Additional Information: Pembimbing : Dr. Adi Sismanto, S.E., M.M
Uncontrolled Keywords: Fear of Missing Out (FOMO), Influencer Marketing, Perceived Value, Keputusan Pembelian.
Subjects: Universitas Muhammadiyah Bengkulu > 04-Fakultas Ekonomi dan Bisnis > 61201-(S1) Manajemen
04-Fakultas Ekonomi dan Bisnis > 61201-(S1) Manajemen
Divisions: 04-Fakultas Ekonomi dan Bisnis > 61201-(S1) Manajemen
Subjek Terkait > 04-Fakultas Ekonomi dan Bisnis > 61201-(S1) Manajemen
Depositing User: Mrs Atika Ledia Anggraini
Date Deposited: 18 Aug 2026 06:51
Last Modified: 18 Aug 2026 06:51
URI: http://repository.umb.ac.id/id/eprint/3089

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