Yuwono, Ella Elvina (2025) Pengaruh Viral Marketing Dan Fear Of Missing Out (Fomo) Terhadap Impulsive Buying Pada Miniso X Harry Potter Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Miniso has successfully captured the attention of the Indonesian public through its strength in collaborations, one of which went viral—its partnership with the global franchise Harry Potter. The purpose of this study is to examine the influence of Viral Marketing and Fear of Missing Out (FOMO) on Impulsive Buying of Miniso X Harry Potter products in Surabaya. This research employs a quantitative method, with data collected through questionnaires distributed to Surabaya residents who have purchased Miniso X Harry Potter collaboration products. The sampling technique used is purposive sampling, with a total sample of 90 respondents. The data was analyzed using PLS-SEM with the help of SmartPLS software. The results indicate that both Viral Marketing and Fear of Missing Out (FOMO) contribute to Impulsive Buying. These findings suggest that utilizing social media as a viral marketing strategy is effective in boosting sales through Impulsive Buying.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ella Elvina Yuwono | ||||||||
| Date Deposited: | 21 Jul 2025 07:59 | ||||||||
| Last Modified: | 21 Jul 2025 07:59 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40315 |
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