Gunawan, Ath Thariq Athrizqullah (2026) Pengaruh Influencer Marketing, Perceived Quality, dan Fear of Missing Out (FOMO) Terhadap Purchase Intention Produk Parfum Mykonos Pada Generasi Z Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid advancement of digital technology and social media has transformed consumer behavior, particularly among Generation Z, whose purchasing decisions are increasingly influenced by digital content, social factors, and psychological drivers. In Indonesia’s growing local perfume industry, Mykonos has emerged as a prominent brand among young consumers. This study examines the partial and simultaneous effects of influencer marketing, perceived quality, and fear of missing out (FOMO) on purchase intention toward Mykonos perfume among Generation Z in Surabaya. A quantitative approach was employed using a survey method. Data were collected through structured questionnaires from 160 respondents selected via purposive sampling, based on familiarity with Mykonos products and active social media use. Responses were measured using a Likert scale and analyzed through multiple linear regression using SPSS. The findings reveal that influencer marketing, perceived quality, and FOMO simultaneously exert a positive and significant effect on purchase intention. Partially, each variable also demonstrates a positive and significant influence. This study provides empirical insights into digital-era consumer behavior and offers practical implications for local perfume brands in designing effective marketing strategies targeting Generation Z.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Thariq Ath Thariq Athrizqullah Gunawan Gunawan | ||||||||
| Date Deposited: | 05 Mar 2026 07:43 | ||||||||
| Last Modified: | 20 Apr 2026 03:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50170 |
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- Pengaruh Influencer Marketing, Perceived Quality, dan Fear of Missing Out (FOMO) Terhadap Purchase Intention Produk Parfum Mykonos Pada Generasi Z Di Kota Surabaya. (deposited 05 Mar 2026 07:43) [Currently Displayed]
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