ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN BONEKA MAINAN: STUDI KONSUMEN BONEKA MAINAN DI INDONESIA

MAGITHA TANIA SOESENO, . (2025) ANALISIS FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN BONEKA MAINAN: STUDI KONSUMEN BONEKA MAINAN DI INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Maksud dari penulisan penelitian ini adalah untuk menguji pengaruh positif dan signifikan influencer marketing, Fear of Missing Out (FOMO), hedonic motivation, dan brand image terhadap purchase decision. Pengumpulan data dilakukan dengan metode kuesioner yang didistribusikan secara online melalui platform media sosial seperti WhatsApp, X, dan Facebook. Objek dalam penelitian ini adalah konsumen boneka Labubu yang berdomisili di Indonesia dan berusia minimal 17 tahun. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Structural Equation Modeling (SEM) untuk menganalisis data dari 250 responden. Adapun hasil yang diperoleh dalam penelitian ini menunjukkan bahwa influencer marketing, Fear of Missing Out (FOMO), hedonic motivation, dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian boneka Labubu. Diharapkan hasil penelitian ini dapat menjadi referensi bagi penelitian selanjutnya, khususnya yang berkaitan dengan perilaku konsumen produk boneka mainan. ***** The purpose of this research is to examine the positive and significant influence of influencer marketing, FOMO (Fear of Missing Out), hedonic motivation, and brand image on purchase decisions. Data was collected using a questionnaire distributed online through social media platforms such as WhatsApp, X, and Facebook. The object of this research is consumers of Labubu dolls who reside in Indonesia and are at least 17 years old. This study employs a quantitative method with a Structural Equation Modeling (SEM) approach to analyze data from 250 respondents. The results of this study indicate that influencer marketing, FOMO, hedonic motivation, and brand image have a positive and significant influence on the purchase decisions of Labubu dolls. It is expected that the results of this study can serve as a reference for future research, especially in the field of consumer behavior related to collectible dolls.

Item Type: Thesis (Sarjana)
Additional Information: 1). Prof. Dr. Mohamad Rizan, S.E, M.M. ; 2). Dewi Agustin Pratama Sari, S.E.,M.S.M.
Subjects: Ilmu Sosial > Teori Ekonomi
Ilmu Sosial > Sejarah Ekonomi, Kondisi Ekonomi
Divisions: FE > S1 Manajemen
Depositing User: Magitha Tania Soeseno .
Date Deposited: 31 Jul 2025 03:07
Last Modified: 31 Jul 2025 03:07
URI: http://repository.unj.ac.id/id/eprint/57028

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