PENGARUH FOMO, CELEBRITY ENDORSEMENT, DAN PERSONAL BRANDING TERHADAP IMPULSIVE BUYING MELALUI PERCEIVED VALUE BONEKA LABUBU PADA GENERASI Z DI JAKARTA

BRINDA ANGELICA PRAKOSO, . (2025) PENGARUH FOMO, CELEBRITY ENDORSEMENT, DAN PERSONAL BRANDING TERHADAP IMPULSIVE BUYING MELALUI PERCEIVED VALUE BONEKA LABUBU PADA GENERASI Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh fenomena meningkatnya perilaku pembelian impulsif (impulsive buying) di kalangan Generasi Z, khususnya terhadap produk - produk tren seperti boneka Labubu. Tujuan penelitian ini adalah untuk menganalisis pengaruh Fear of Missing Out (FOMO), Celebrity Endorsement, dan Personal Branding terhadap Impulsive Buying melalui Perceived Value boneka Labubu pada Generasi Z di Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan dari 400 responden Generasi Z di Jakarta yang memenuhi kriteria berusia antara 1997-2012, berdomisili di Jakarta lebih dari 6 bulan, aktif di media sosial lebih dari 3 bulan, dan pernah membeli produk Labubu. Analisis data dilakukan menggunakan Structural Equation Modelling (SEM) dengan pendekatan Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa seluruh hipotesis pengaruh langsung dan tidak langsung dinyatakan diterima. FOMO, celebrity endorsement, personal branding, dan perceived value terbukti berpengaruh positif dan signifikan terhadap impulsive buying. Selain itu, FOMO, celebrity endorsement, dan personal branding juga berpengaruh signifikan terhadap perceived value. Personal branding juga menunjukkan pengaruh signifikan terhadap celebrity endorsement. Secara tidak langsung, ketiga variabel tersebut juga memengaruhi impulsive buying melalui perceived value, yang menunjukkan adanya efek mediasi yang signifikan. Kata Kunci: Impulsive Buying, FOMO, Celebrity Endorsement, Personal Branding, Perceived Value. ***** This research is motivated by the phenomenon of increasing impulsive buying behavior among Generation Z, particularly toward trending products such as Labubu dolls. The aim of this study is to analyze the influence of Fear of Missing Out (FOMO), celebrity endorsement, and personal branding on impulsive buying through the perceived value of Labubu dolls among Generation Z in Jakarta. This study uses a quantitative approach with a survey method. Data were collected from 400 Generation Z respondents in Jakarta who met the criteria of being born between 1997–2012, residing in Jakarta for more than six months, being active on social media for more than three months, and having purchased Labubu products. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The results indicate that all direct and indirect influence hypotheses are accepted. FOMO, celebrity endorsement, personal branding, and perceived value have been proven to have a positive and significant effect on impulsive buying. Additionally, FOMO, celebrity endorsement, and personal branding also have a significant influence on perceived value. Personal branding also shows a significant influence on celebrity endorsement. Indirectly, the three variables also affect impulsive buying through perceived value, indicating a significant mediating effect. Keywords: Impulsive Buying, FOMO, Celebrity Endorsement, Personal Branding, Perceived Value.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Widya Parimita, S.E., M.P.A. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Brinda Angelica Prakoso .
Date Deposited:	06 Aug 2025 02:43
Last Modified:	06 Aug 2025 02:43
URI:	http://repository.unj.ac.id/id/eprint/58084

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