Putri, Shaffa Arisqha Maghfiroh (2026) PENGARUH FEAR OF MISSING OUT (FOMO), FLASH SALE, DAN SOCIAL INFLUENCE TERHADAP PURCHASE DECISION PRODUK SKINCARE DI TIKTOK SHOP (Studi Pada Generasi Z di Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to analyze the influence of Fear of Missing Out (FoMO), flash sale, and social influence on the purchase decision of skincare products on TikTok Shop among Generation Z in Surabaya. The study employed a quantitative approach involving 150 respondents selected using a purposive sampling technique. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The results indicate that, simultaneously, Fear of Missing Out (FoMO), flash sale, and social influence have a significant effect on purchase decision (F = 17.559; p = 0.001). Partially, Fear of Missing Out (FoMO) (t = 2.156; p = 0.033), flash sale (t = 4.177; p = 0.001), and social influence (t = 3.567; p = 0.001) also have significant effects on purchase decision. The coefficient of determination (R²) of 0.256 indicates that these three independent variables explain 25.6% of the variance in purchase decision, while the remaining 74.4% is explained by other factors outside the scope of this study.
| 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: | Shaffa Putri | ||||||||
| Date Deposited: | 06 Jul 2026 05:36 | ||||||||
| Last Modified: | 06 Jul 2026 05:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54646 |
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