Rachminda, Revalya (2025) Pengaruh Influencer Marketing Dengan FoMo sebagai Variabel Mediasi Terhadap Keputusan Pembelian Labubu Secara Online pada Gen Z di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The toy industry continues to experience growth due to technological advancements, namely the Internet. Generation Z has become the main target of marketing strategies by influencers. This research aims to determine the effect of influencer marketing with FoMo as a mediating variable on the online purchasing decisions of Labubu among Gen Z in Surabaya. This study employs a quantitative research method and the sampling technique used is non-probability sampling with purposive sampling, as well as testing using the SmartPLS application with PLS-based SEM methods. The data consists of 108 respondents from the Generation Z population in Surabaya who have purchased Labubu online. Data collection techniques include primary data through questionnaires using a Likert scale, and secondary data through journals, internet sources, and previous literature. The results of this study indicate that influencer marketing has a positive and significant effect on purchasing decisions and FOMO, with FOMO serving as a mediator of influencer marketing on purchasing decisions. This suggests that marketing strategies through influencers can enhance FOMO behavior among Gen Z consumers, thereby encouraging them to make purchases online.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||||||
| Depositing User: | Revalya Rachminda | ||||||||||||
| Date Deposited: | 14 Jul 2025 08:01 | ||||||||||||
| Last Modified: | 14 Jul 2025 08:01 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39366 |
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