Nirmala, Talitha Alda (2026) Pengaruh User Generated Content (UGC) dan Fear Of Missing Out (FOMO) terhadap Niat Berolahraga Padel: Analisis Peran Theory Of Planned Behavior (TPB) sebagai Variabel Mediasi. Masters thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 6032242009-Master_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
6032242009-Master_Thesis.pdf Restricted to Repository staff only Download (17MB) |
Abstract
Olahraga padel berkembang sangat cepat di Indonesia, dan penyebarannya banyak didorong oleh konten di media sosial. Penelitian ini menganalisis pengaruh User-Generated Content (UGC) dan Fear of Missing Out (FOMO) terhadap niat berolahraga padel, dengan Theory of Planned Behavior (TPB) yang terdiri atas sikap, norma subjektif, dan Perceived Behavioral Control (PBC) sebagai variabel mediasi. Data dikumpulkan dari responden pengguna media sosial aktif yang belum pernah bermain padel tetapi sudah terpapar konten padel. Analisis menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dengan pengujian dua arah (two-tailed). Dari seluruh hipotesis yang diuji, sebagian besar terdukung, dua di antaranya signifikan dengan arah yang berlawanan dari prediksi, dan sebagian kecil tidak terdukung. UGC berpengaruh positif terhadap sikap dan norma subjektif, dengan kredibilitas sebagai dimensi terkuat dalam membentuk sikap. FOMO menunjukkan pola pengaruh yang berlawanan arah, yaitu menurunkan sikap namun meningkatkan PBC secara kuat dan memperkuat norma subjektif. PBC menjadi prediktor niat yang paling kuat, sedangkan norma subjektif tidak berpengaruh signifikan terhadap niat. Secara keseluruhan, FOMO memberikan pengaruh total terbesar terhadap niat, dengan PBC sebagai jalur mediasi yang paling kuat. Penelitian ini memberikan tiga kontribusi teoretis, yaitu FOMO berpengaruh ke arah berlawanan pada komponen TPB, yakni UGC mendorong niat melalui sikap personal, bukan norma sosial, dan PBC mendominasi dalam konteks olahraga yang menuntut kemudahan akses. Temuan ini memberi masukan praktis bagi pelaku industri padel untuk mengutamakan kemudahan akses dan komunikasi yang autentik.
============================================================================================================================================
Padel has grown rapidly in Indonesia, and much of its spread has been driven by social media content. This study analyzes the influence of User-Generated Content (UGC) and Fear of Missing Out (FOMO) on the intention to play padel, with the Theory of Planned Behavior (TPB), comprising attitude, subjective norms, and Perceived Behavioral Control (PBC), as the mediating variable. Data were collected from active social media users who had never played padel but had been exposed to padel content. The analysis applied Partial Least Squares Structural Equation Modeling (PLS-SEM) with a two-tailed approach. Of all the hypotheses tested, most were supported, two were significant in the opposite direction from the prediction, and a few were not supported. UGC positively affected attitude and subjective norms, with credibility as the strongest dimension shaping attitude. FOMO displayed an opposing pattern of influence, lowering attitude while strongly increasing PBC and reinforcing subjective norms. PBC was the strongest predictor of intention, whereas subjective norms had no significant effect on intention. Overall, FOMO exerted the largest total effect on intention, with PBC serving as the strongest mediating pathway. This study offers three theoretical contributions, FOMO influences the TPB components in opposite directions, UGC drives intention through personal attitudes rather than social norms, and PBC dominates in a sport that depends heavily on ease of access. These findings provide practical guidance for padel industry practitioners to prioritize ease of access and authentic communication.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | User-Generated Content (UGC), Fear of Missing Out (FOMO), Theory of Planned Behaviour (TPB), olahraga padel, sikap, norma sosial, kontrol perilaku, niat berolahraga, PLS-SEM, mediasi, media sosial, pemasaran berbasis sosial. |
| Subjects: | H Social Sciences > HB Economic Theory > HB848 Demography. Population. Vital events > HB3711 Business cycles. Economic fluctuations H Social Sciences > HB Economic Theory > HB615 Entrepreneurship. H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Talitha Alda Nirmala |
| Date Deposited: | 24 Jul 2026 01:08 |
| Last Modified: | 24 Jul 2026 01:09 |
| URI: | http://repository.its.ac.id/id/eprint/136641 |
Actions (login required)
 |
View Item |