Efektivitas Viral Marketing Dan Fear of Missing Out (FOMO) dalam Meningkatkan Keputusan Pembelian Boneka Labubu Blindbox di Shopee Pop Mart Official pada Kalangan Generasi Z

Rahmadani, Devika Salsabila (2025) Efektivitas Viral Marketing Dan Fear of Missing Out (FOMO) dalam Meningkatkan Keputusan Pembelian Boneka Labubu Blindbox di Shopee Pop Mart Official pada Kalangan Generasi Z. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The decision to purchase Labubu Blindbox Dolls among Generation Z is influenced by various factors, one of which is the phenomenon of Viral Marketing and Fear of Missing Out (FOMO). This study aims to analyze the effectiveness of Viral Marketing and Fear of Missing Out (FOMO) in increasing purchasing decisions for Labubu Blindbox Dolls at Shopee Pop Mart Official among Generation Z. The research method used is quantitative with a survey approach through a questionnaire to 106 respondents who are part of Generation Z. The independent variables in this study are Viral Marketing as measured by the Messenger, Message, and Environment dimensions, and FOMO as measured by the Need To Belong, Need For Popularity, Anxiety, and Addiction dimensions. The results of multiple linear regression analysis show that FOMO has a positive and significant effect on purchasing decisions, while Viral Marketing has a positive but insignificant effect. Simultaneously, both variables have a significant effect on purchasing decisions. This finding confirms that FOMO is the dominant factor in driving purchasing decisions among Generation Z. Keywords: Viral Marketing, Fear of Missing Out (FOMO), Purchase Decision, Generation Z, Labubu Blindbox.

Item Type:	Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords:	Viral Marketing, Fear of Missing Out (FOMO), Purchase Decision, Generation Z, Labubu Blindbox.
Subjects:	Marketing > Branding (Marketing) Marketing Thesis > Thesis (S1)
Divisions:	Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User:	Devika Salsabila Rahmadani
Date Deposited:	07 Mar 2025 04:19
Last Modified:	07 Mar 2025 04:19
URI:	https://repository.bakrie.ac.id/id/eprint/11483

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