Oktavian, Rizal Boy (2024) Pengaruh Celebrity Trustworthiness, Celebrity Attractiveness, Para-Social Interaction, dan Fear of Missing Out (FOMO) terhadap Purchase Intention Pengguna TikTok di Kalangan Mahasiswa Manajemen UPNVJT. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
TikTok is a social media platform for creating and sharing short videos that has been downloaded over 4.7 billion times since 2019. This research aims to examine the influence of celebrity trustworthiness, celebrity attractiveness, parasocial interaction, and fear of missing out (FOMO) on purchase intention among TikTok users in the management student community. These factors are considered to potentially influence TikTok users' purchase intention, making it important to analyze them so marketers can optimize their strategies on this platform. This study uses a quantitative approach. The research population consists of active undergraduate Management students at the National Development University "Veteran" East Java who use TikTok. The sampling technique used is purposive sampling, and data was collected through a survey questionnaire. The results show that celebrity attractiveness and FOMO have a positive contribution to purchase intention, while celebrity trustworthiness and parasocial interaction do not contribute. In conclusion, marketers should focus on leveraging celebrity attractiveness and creating FOMO effects to effectively target the Generation Z consumer segment on the TikTok platform. Keywords: Celebrity Endorsement; Parasocial Interaction; FOMO; Purchase Intention; Generation Z
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | 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: | Rizal Boy Oktavian | ||||||||||||
| Date Deposited: | 22 Jul 2024 05:11 | ||||||||||||
| Last Modified: | 22 Jul 2024 05:11 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/27021 |
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