PENGARUH INFLUENCER MARKETING, FEAR OF MISSING OUT (FOMO), DAN MOTIVASI HEDONIS TERHADAP MINAT BELI BONEKA LABUBU

YAHYA, ZENITA FATRIAH (2025) PENGARUH INFLUENCER MARKETING, FEAR OF MISSING OUT (FOMO), DAN MOTIVASI HEDONIS TERHADAP MINAT BELI BONEKA LABUBU. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of influencer marketing, fear of missing out (FoMO), and hedonistic motivation on the purchase interest of Labubu dolls. The population in this study consists of social media users residing in the Greater Jakarta area and aged between 18 and 35 years. The sample used consisted of 160 respondents, determined using purposive sampling techniques. Data collection was conducted through the distribution of questionnaires using a Likert scale. The data analysis method used was Partial Least Square (PLS). The results of the study indicate that influencer marketing has a positive and significant effect on purchase interest. FoMO also has a positive and significant effect on purchase interest. Meanwhile, hedonistic motivation shows a positive and significant influence on purchase intent. Thus, all three variables, both partially and simultaneously, contribute to increasing purchase intent for Labubu dolls. Keywords: Influencer marketing, Fear of Missing Out (FoMO), Hedonis Motivation, Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh influencer marketing, fear of missing out (FoMO), dan motivasi hedonis terhadap minat beli boneka Labubu. Populasi dalam penelitian ini adalah pengguna media sosial yang berdomisili di wilayah Jabodetabek dan berusia antara 18 hingga 35 tahun. Sampel yang digunakan berjumlah 160 responden, ditentukan menggunakan teknik purposive sampling. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner dengan menggunakan skala Likert. Metode analisis data yang digunakan adalah Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa influencer marketing berpengaruh positif dan signifikan terhadap minat beli. FoMO juga berpengaruh positif dan signifikan terhadap minat beli. Sementara itu, motivasi hedonis menunjukkan pengaruh positif dan signifikan terhadap minat beli. Dengan demikian, ketiga variabel tersebut secara parsial maupun simultan berkontribusi terhadap peningkatan minat beli terhadap boneka Labubu. Kata kunci: Influencer Marketing, Fear of Missing Out (FoMO), Motivasi Hedonis, Minat Beli

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 346
NIM/NIDN Creators:	43121010153
Uncontrolled Keywords:	Influencer Marketing, Fear of Missing Out (FoMO), Motivasi Hedonis, Minat Beli
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.4 Journalism/Jurnalisme, Jurnalistik, Pers > 070.44 Features and Special Topics/Fitur dan Topik Khusus > 070.444 Miscellaneous Information, Advice, Amusement/Berbagai Macam Informasi, Saran, Hiburan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.4 Emotions and Feeling/Emosi dan Perasaan > 152.46 Fear/Takut
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	13 Oct 2025 05:00
Last Modified:	13 Oct 2025 05:00
URI:	http://repository.mercubuana.ac.id/id/eprint/99113

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