Pengaruh Fear of Missing Out (FOMO) dan Social Media Marketing Terhadap Niat Pembelian Pada Produk Healthy Food

Asokawati, Aqnis (2024) Pengaruh Fear of Missing Out (FOMO) dan Social Media Marketing Terhadap Niat Pembelian Pada Produk Healthy Food. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan industri makanan dan minuman di Indonesia menyebabkan banyak tren di industri tersebut yang bermunculan salah satunya tren healthy food. Hal ini mendorong persaingan pasar yang semakin ketat dilihat dari banyaknya pelaku bisnis bidang healthy food. Pelaku bisnis perlu bersaing dalam industri healthy food dengan cara pemasaran produk salah satunya melalui social media marketing untuk memunculkan adanya niat pembelian. Pemaksimalan pemasaran melalui media sosial dapat memicu rasa takut seseorang akan ketinggalan dan merasa diabaikan karena kurang terkini, yang sering dikenal sebagai Fear of Missing Out (FOMO). Dengan demikian penelitian ini bertujuan untuk menganalisis pengaruh fear of missing out dan social media marketing terhadap niat pembelian. Penelitian ini adalah penelitian kuantitatif dengan data primer yang dihasilkan melalui penyebaran kuesioner online melalui Google Form kepada para konsumen berusia 18-34 tahun dan melalui pengumpulan komentar di media sosial. Hasil pengumpulan data kuesioner sebanyak 120 responden dianalisis menggunakan metode Partial Least Square – Structural Equation Modelling (PLS-SEM) melalui software Smart PLS dan pengumpulan komentar pada media sosial dianalisis menggunakan metode keyword extraction. Hasil penelitian menunjukkan bahwa fear of missing out (FOMO) dan social media marketing berpengaruh positif terhadap niat pembelian pada produk healthy food.======================================================================================================================================================== The development of the food and beverage industry in Indonesia has led to many trends in the industry, one of which is the trend of healthy food. This encourages tighter market competition as seen from the many business actors in the healthy food sector. Business people need to compete in the healthy food industry by marketing products, one of which is through social media marketing to generate purchase intentions. Maximizing marketing through social media can trigger a person's fear of being left behind and feeling ignored for not being up to date, which is often known as Fear of Missing Out (FOMO). This study aims to analyze the effect of fear of missing out and social media marketing on purchase intention. This research is a quantitative study with primary data generated through distributing online questionnaires through Google Form to consumers aged 18-34 years and through collecting comments on social media. The results of questionnaire data collection were analyzed using the Partial Least Square - Structural Equation Modelling (PLS-SEM) method through Smart PLS software and the collection of comments on social media was analyzed using the keyword extraction method. Thus, it is hoped that this research can produce a marketing strategy by utilizing the fear of missing out phenomenon and social media marketing. The results showed that fear of missing out (FOMO) and social media marketing have a positive effect on purchase intentions on healthy food products.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Fear of Missing Out, Social media marketing, Niat Pembelian, Healthy food
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5549.5.P7 Promotions. H Social Sciences > HF Commerce > HF6161.F616 Food. Food service
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Aqnis Asokawati
Date Deposited:	08 Aug 2024 05:49
Last Modified:	08 Aug 2024 05:49
URI:	http://repository.its.ac.id/id/eprint/111988

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