Pengaruh Influencer Marketing dan Fear of Missing Out (FOMO) terhadap Impulsive Buying Produk Skincare di TikTok Shop pada Mahasiswa Semester 6 Fakultas Ekonomi dan Bisnis Universitas Kadiri

Fernanda, Cansa Ayu (2026) Pengaruh Influencer Marketing dan Fear of Missing Out (FOMO) terhadap Impulsive Buying Produk Skincare di TikTok Shop pada Mahasiswa Semester 6 Fakultas Ekonomi dan Bisnis Universitas Kadiri. Skripsi thesis, Universitas Kadiri.

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Abstract

This study was conducted to analyze the influence of influencer marketing and Fear of Missing Out (FOMO) on impulsive buying of skincare products on TikTok Shop among sixth-semester students of the Faculty of Economics and Business, Kadiri University. This research used a quantitative approach with a survey method. The sample consisted of 139 respondents selected using a saturated sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using SPSS through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²). The results showed that influencer marketing had a positive and significant effect on impulsive buying. In addition, Fear of Missing Out (FOMO) also had a positive and significant effect on impulsive buying. Simultaneously, influencer marketing and Fear of Missing Out (FOMO) were proven to have a significant effect on impulsive buying of skincare products on TikTok Shop among sixth-semester students of the Faculty of Economics and Business, Kadiri University. Keywords: influencer marketing, Fear of Missing Out (FOMO), impulsive buying.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User:	Unnamed user with email rio.mahardiko@gmail.com
Date Deposited:	23 Sep 2026 04:23
Last Modified:	23 Sep 2026 04:23
URI:	http://repository.unik-kediri.ac.id/id/eprint/1242

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