Rahayu, Deviana Puji (2026) PENGARUH SCARCITY, EMOTIONAL MARKETING, DAN FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSE BUYING FASHION RUCAS (Studi Terhadap Konsumen Fashion Rucas Pada Followers TikTok Rucas). Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (Cover)
22042010146_COVER.pdf Download (1MB) | Preview |
|
|
Text (Bab I)
22042010146_BAB I.pdf Download (464kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Bab II)
22042010146_BAB II.pdf Restricted to Repository staff only until 6 July 2029. Download (424kB) |
|
|
Text (Bab III)
22042010146_BAB III.pdf Restricted to Repository staff only until 6 July 2029. Download (504kB) |
|
|
Text (Bab IV)
22042010146_BAB IV.pdf Restricted to Repository staff only until 6 July 2029. Download (720kB) |
|
|
Text (Bab V)
22042010146_BAB V.pdf Download (299kB) | Preview |
|
|
Text (Daftar Pustaka)
22042010146_DAFTAR PUSTAKA.pdf Download (268kB) | Preview |
|
|
Text (Lampiran)
22042010146_LAMPIRAN.pdf Restricted to Repository staff only until 2029. Download (2MB) |
Abstract
This study aims to analyze the influence of scarcity marketing, emotional marketing, and fear of missing out (FOMO) on impulse buying among Rucas fashion consumers by studying Rucas fashion consumers among Rucas’s TikTok followers. The research approach is quantitative, employing an associative study design to understand the cause-and-effect correlation among variables through multiplelinear regression analysis using SPSS version 29 statistical software. The research sample consisted of 157 respondents who are TikTok followers and have previously purchased Rucas fashion, with sampling conducted using nonprobability sampling via purposive sampling. Data collection was conducted using a questionnaire via Google Forms distributed online. The results indicate that scarcity marketing, emotional marketing, and fear of missing out (FOMO) simultaneously have a positive and significant influence on impulse buying of Rucas fashion. Partial test results indicate that scarcity marketing and fear of missing out (FOMO) have a positive and significant influence, whereas emotional marketing has a insignificant influence on impulse buying of Rucas fashion. These findings suggest that marketing strategies that create a sense of urgency provide a stimulus to consumers and elicit a response through impulsive purchasing. Unique marketing that provides an engaging experience is capable of influencing consumer behavior in purchasing.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Deviana D Puji Rahayu | ||||||||
| Date Deposited: | 06 Jul 2026 03:53 | ||||||||
| Last Modified: | 06 Jul 2026 03:53 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54631 |
Actions (login required)
 |
View Item |