FAKTOR DAN EFEK JANGKA PANJANG FOMO TERHADAP NIAT PEMBELIAN ULANG KONSUMEN (STUDI KASUS TREN MIE GACOAN di MEDIA SOSIAL TIKTOK)

MUHAMMAD ARIFIN RIDWAN, . (2025) FAKTOR DAN EFEK JANGKA PANJANG FOMO TERHADAP NIAT PEMBELIAN ULANG KONSUMEN (STUDI KASUS TREN MIE GACOAN di MEDIA SOSIAL TIKTOK). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor digital seperti social media influencer, social media engagement, dan electronic word of mouth (eWOM) terhadap fear of missing out (FoMO), serta dampak FoMO terhadap niat pembelian ulang konsumen dalam konteks tren Mie Gacoan di media sosial TikTok. Fenomena FoMO kini menjadi salah satu faktor psikologis yang memengaruhi perilaku konsumen, terutama dalam mengambil keputusan pembelian produk yang sedang populer di media sosial. Penelitian ini menggunakan metode kuantitatif dengan pendekatan survei dan teknik analisis structural equation modeling (SEM) yang didukung oleh 250 responden di wilayah DKI Jakarta. Hasil penelitian menunjukan bahwa social media influencer, social media engagement, dan eWOM berpengaruh positif terhadap repurchase intention. Temuan ini mengindikasikan bawha FoMO tidak hanya berdampak sesaat, tetapi juga dapat menciptakan efek jangka panjang terhadap loyalitas konsumen. Implikasi praktis dari penelitian ini adalah pentingnya pemanfaatan strategi pemasaran berbasis psikologis konsumen dalam membentuk dan mempertahankan perilaku pembelian ulang. ***** This study aims to analyze the influence of digital factors such as Social Media Influencer, Social Media Engagement, and Electronic Word of Mouth (eWOM) on Fear of Missing Out (FoMO), as well as the impact of FoMO on consumer Repurchase Intention in the context of the Mie Gacoan trend on TikTok. FoMO has emerged as a psychological factor influencing consumer behavior, particularly in decisions involving trendy products on social media. A quantitative approach was employed using a survey method and Structural Equation Modeling (SEM) analysis with 250 respondents from Jakarta. The results indicate that Social Media Influencer, Social Media Engagement, and eWOM have a positive and significant effect on FoMO. Furthermore, FoMO has a positive impact on Repurchase Intention. These findings suggest that FoMO can create long-term consumer loyalty rather than being merely a short-term effect. The practical implication of this research highlights the importance of consumer psychology-based marketing strategies to shape and sustain repurchase behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Adnan Kasofi S.Pd., M.BA.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Users 29183 not found.
Date Deposited:	06 Aug 2025 01:48
Last Modified:	06 Aug 2025 01:48
URI:	http://repository.unj.ac.id/id/eprint/57929

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