Pengaruh Product Collaboration, Brand Image dan Fear of Missing Out Terhadap Impulsive Buying (Studi Kasus Anime Demon Slayer X FamilyMart di Surabaya)

Ariyanti, Erlin Irnanda (2026) Pengaruh Product Collaboration, Brand Image dan Fear of Missing Out Terhadap Impulsive Buying (Studi Kasus Anime Demon Slayer X FamilyMart di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study examines the influence of Product Collaboration, Brand Image, and Fear of Missing Out (FoMO) on Impulse Buying in the Demon Slayer X FamilyMart anime collaboration in Surabaya. This research employed a quantitative approach with an associative research design. The population consisted of Generation Z consumers residing in Surabaya, while the sample comprised 150 respondents selected using a purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that Product Collaboration, Brand Image, and Fear of Missing Out (FoMO) simultaneously have a significant influence on Impulse Buying, with a significance value of 0.000 and a coefficient of determination (R²) of 0.452. Partially, Product Collaboration has a negative and significant effect on Impulse Buying, whereas Brand Image and Fear of Missing Out (FoMO) have positive and significant effects on Impulse Buying. Among the independent variables, Fear of Missing Out (FoMO) is the most dominant factor influencing Impulse Buying. These findings suggest that consumers' impulse buying behavior in the Demon Slayer × FamilyMart collaboration is influenced by a combination of marketing and psychological factors, with Fear of Missing Out (FoMO) serving as the strongest driver of impulsive purchasing behavior. Keywords: Product Collaboration, Brand Image, Fear of Missing Out, Impulse Buying, FamilyMart.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email UNSPECIFIED Kusuma, Yanda Bara NIDK198910302020121007 UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products
Divisions:	Faculty of Social and Political Sciences > Departement of Business Administration
Depositing User:	Erlin Irnanda ariyanti
Date Deposited:	01 Sep 2026 04:34
Last Modified:	01 Sep 2026 05:16
URI:	https://repository.upnjatim.ac.id/id/eprint/59565

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