Ghoniyah, Ila (2026) PENGARUH INFLUENCER, ONLINE REVIEW, DAN FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE PADA PENGGUNA TIKTOK SHOP DI SURABAYA. Undergraduate thesis, UNIVERSITAS PEMBANGUNAN NASIONAL "VETERAN" JAWA TIMUR.
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Abstract
This study aims to analyze the influence of influencers, online reviews, and fear of missing out on skincare product purchasing decisions among TikTok shop users in Surabaya. The research method used was a quantitative approach with multiple linear regression analysis. The study sample consisted of TikTok shop users in Surabaya selected using a purposive sampling technique. The results show that influencers and online reviews have a positive and significant influence on purchasing decisions, while fear of missing out (FOMO) has a negative and significant influence. Online reviews are the most dominant variable influencing purchasing decisions. Simultaneously, these three variables have been shown to have a significant influence on purchasing decisions. This research is expected to provide practical benefits for practitioners in designing more effective digital marketing strategies, particularly through optimizing the use of influencers and managing online reviews. Furthermore, this research is also expected to contribute to academics as a reference in the development of digital marketing science and serve as a basis for further research. Keywords: Influencers, Online Reviews, Fear of Missing Out, Purchase Decisions, TikTok Shop
| 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: | ILA GHONIYAH | ||||||||
| Date Deposited: | 25 May 2026 09:58 | ||||||||
| Last Modified: | 26 May 2026 01:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52550 |
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