Ardiansyah, Feri (2024) PENGARUH DIGITAL MARKETING, FEAR OF MISSING OUT (FOMO) DAN ONLINE CONSUMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK MACPOP DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
COVER SKRIPSI .pdf Download (933kB) |
|
Text (Bab 1)
BAB1.pdf Download (924kB) |
|
Text (Bab 2)
BAB2.pdf Restricted to Repository staff only until 12 August 2026. Download (301kB) |
|
Text (Bab 3)
BAB3.pdf Restricted to Repository staff only until 12 August 2026. Download (197kB) |
|
Text (Bab 4)
BAB4.pdf Restricted to Repository staff only until 12 August 2026. Download (382kB) |
|
Text (Bab 5)
BAB 5.pdf Download (10kB) |
|
Text (Daftar Pustaka)
DAPUS.pdf Download (251kB) |
|
Text (Lampiran)
LAMPIRAN.pdf Restricted to Repository staff only Download (421kB) |
Abstract
Amidst the increasingly competitive healthy food industry, Macpop has sought to leverage digital strategies to enhance its market competitiveness. Macpop is a relatively new healthy snack product that has already achieved high sales levels. This study aims to examine the impact of digital marketing, fear of missing out (FoMO), and online consumer reviews on purchasing decisions for Macpop products in Surabaya. By employing quantitative data analysis and appropriate methods, this research aims to provide deeper insights into the contribution of these factors to purchasing decisions for Macpop products in Surabaya. The study uses a quantitative method involving 90 respondents selected through purposive sampling. The respondents consist of Macpop consumers aged between 18 and 45 years. Data collection involved both primary and secondary data, and analysis was conducted using Partial Least Squares (PLS) techniques with validity, reliability, and hypothesis testing. The results of the study indicate that: (1) digital marketing has a significant and positive impact on purchasing decisions for Macpop products, (2) fear of missing out (FoMO) has a significant and positive impact on purchasing decisions for Macpop products, and (3) online consumer reviews have a significant and positive impact on purchasing decisions for Macpop products. Keywords: Purchasing Decisions, Digital Marketing, Fear of Missing Out (FoMO), and Online Consumer Review.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics |
||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ardiansyah Feri | ||||||||
| Date Deposited: | 13 Aug 2024 02:09 | ||||||||
| Last Modified: | 13 Aug 2024 02:09 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28164 |
Actions (login required)
 |
View Item |