PERAN DESAIN PRODUK DAN FEAR OF MISSING OUT (FOMO) DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN SONNY ANGEL HIPPERS OLEH GEN Z NON KOLEKTOR DI INDONESIA

-, Syakirah (2025) PERAN DESAIN PRODUK DAN FEAR OF MISSING OUT (FOMO) DALAM MEMPENGARUHI KEPUTUSAN PEMBELIAN SONNY ANGEL HIPPERS OLEH GEN Z NON KOLEKTOR DI INDONESIA. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

This study aims to examine the effect of Product Design and Fear of Missing Out (FOMO) on the purchase decisions of Sonny Angel Hippers among non-collector Generation Z. The research involves 105 respondents and employs a quantitative research method through multiple linear regression analysis. The findings indicate that product design has a positive influence on purchase decisions, with products featuring unique, aesthetic designs that align with current trends becoming increasingly relevant to Generation Z. Additionally, the influence of social environment and social media trends reinforces the phenomenon of FOMO, which, in turn, drives the urgency to purchase popular products. The implications of this research emphasize the importance of exclusivity-based marketing strategies and leveraging social media to create trends that enhance product appeal. Academically, this study contributes to a deeper understanding of consumer behavior, particularly regarding purchase decisions among Generation Z.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Fear of Missing Out (FOMO), Generation Z, Product design, Purchase decision, Sonny Angel Hippers, Trends.
Subjects:	Customer Behavior Management Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Syakirah Syakirah
Date Deposited:	05 Mar 2025 05:16
Last Modified:	05 Mar 2025 05:16
URI:	https://repository.bakrie.ac.id/id/eprint/11468

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