KARNA, RADICA VIANDRA (2026) PENGARUH STRATEGI FEAR OF MISSING OUT (FOMO) DALAM IKLAN DIGITAL TERHADAP MINAT BELI KONSUMEN GEN Z DI JAKARTA BARAT (STUDI KASUS PADA FOLLOWERS INSTAGRAM SEPATU COMPASS). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of Fear of Missing Out (FOMO) strategies in Instagram digital advertisements on Generation Z’s purchase intent toward the Compass shoe brand in West Jakarta. The study employs a quantitative approach based on a positivist paradigm and uses a survey method. The sample consisted of 100 Generation Z Instagram users who were familiar with Compass products, selected through purposive sampling. Data were collected using a 1–5 Likert scale questionnaire and analyzed using Pearson’s correlation, the coefficient of determination, and simple regression. The results indicate a positive and very strong relationship between the FOMO strategy and purchase intent, with a correlation coefficient of 0.848 and a significance level of < 0.001. The R-squared value was 0.720. Keywords: Fear of Missing Out (FOMO), Digital Advertising, Purchase Intention, Generation Z, Instagram, Compass. Penelitian ini bertujuan untuk mengetahui pengaruh strategi Fear of Missing Out (FOMO) dalam iklan digital Instagram terhadap minat beli Generasi Z pada brand sepatu Compass di Jakarta Barat. Penelitian menggunakan pendekatan kuantitatif dengan paradigma positivistik dan metode survei. Sampel penelitian berjumlah 100 responden Generasi Z pengguna Instagram yang mengetahui produk Compass, dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert 1–5 dan dianalisis menggunakan korelasi Pearson, koefisien determinasi, serta regresi sederhana. Hasil penelitian menunjukkan hubungan positif dan sangat kuat antara strategi FOMO dan minat beli, dengan koefisien korelasi 0,848 dan nilai signifikansi < 0,001. Nilai R Square sebesar 0,720. Kata Kunci: Fear of Missing Out (FOMO), Iklan Digital, Minat Beli, Generasi Z, Instagram, Compass.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44322010076 |
| Uncontrolled Keywords: | Fear of Missing Out (FOMO), Iklan Digital, Minat Beli, Generasi Z, Instagram, Compass. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | khalimah |
| Date Deposited: | 11 Sep 2026 08:48 |
| Last Modified: | 11 Sep 2026 08:48 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103797 |
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