PENGARUH PERCEIVED SCARCITY DAN SOCIAL ANXIETY TERHADAP PURCHASE DECISION DENGAN FOMO SEBAGAI VARIABEL MEDIASI (Studi pada produk edisi terbatas McDonald's)

ABIYYAH, HANA NATANIA (2024) PENGARUH PERCEIVED SCARCITY DAN SOCIAL ANXIETY TERHADAP PURCHASE DECISION DENGAN FOMO SEBAGAI VARIABEL MEDIASI (Studi pada produk edisi terbatas McDonald's). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effects of Perceived Scarcity and Social Anxiety on Purchase Decision with FoMO as a mediation variable in the context of McDonald’s limited edition products. A sample of 105 consumers who had purchased these products was used for the study, with data collected through questionnaires. The analysis was carried out using statistical techniques like SEM-PLS. The results in this study indicate that (1) FoMO (Fear of Missing Out) has a negative and insignificant effect on Purchase Decision, (2) Perceived Scarcity has a positive and significant effect on FoMO (Fear of Missing Out), (3) Perceived Scarcity has a positive and significant effect on Purchase Decision, (4) Social has a positive and significant effect on FoMO (Fear of Missing Out, (5) Social Anxiety has a positive and significant effect on Purchase Decision, (6) FoMO (Fear of Missing Out) has a negative and insignificant effect in mediating the influence of Perceived Scarcity on Purchase Decision, (7) FoMO (Fear of Missing Out) has a negative and insignificant effect in mediating the influence of Social Anxiety on Purchase Decision. Keywords : Perceived scarcity, Social Anxiety, Purchase Decision, FoMO Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Scarcity dan Social Anxiety terhadap Keputusan Pembelian dengan FoMO sebagai variabel mediasi dalam konteks produk edisi terbatas McDonald's Produk edisi terbatas McDonald’s. Sampel yang digunakan untuk penelitian adalah 105 konsumen yang pernah membeli produk tersebut, dengan pengumpulan data melalui kuesioner. Analisis dilakukan dengan menggunakan teknik statistik seperti SEM-PLS. Hasil penelitian ini menunjukkan bahwa (1) FoMO (Fear of Missing Out) berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian, (2) Perceived Scarcity berpengaruh positif dan signifikan terhadap FoMO (Fear of Missing Out), (3) Perceived Scarcity berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (4) Sosial berpengaruh positif dan signifikan terhadap FoMO (Fear of Missing Out, (5) Social Anxiety berpengaruh positif dan signifikan terhadap Keputusan Pembelian, (6) FoMO ( Fear of Missing Out) berpengaruh negatif dan tidak signifikan dalam memediasi pengaruh Perceived Scarcity terhadap Keputusan Pembelian, (7) FoMO (Fear of Missing Out) berpengaruh negatif dan tidak signifikan dalam memediasi pengaruh kecemasan sosial terhadap Keputusan Pembelian. Kata Kunci : Perceived scarcity, Social Anxiety, Purchase Decision, FoMO

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 082
Call Number:	SE/31/24/071
NIM/NIDN Creators:	43120010466
Uncontrolled Keywords:	Perceived scarcity, Social Anxiety, Purchase Decision, FoMO
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	30 Mar 2024 05:23
Last Modified:	30 Mar 2024 05:23
URI:	http://repository.mercubuana.ac.id/id/eprint/87738

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