PENGARUH FOMO, REVIEW, DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN SKINCARE EMINA PADA REMAJA KABUPATEN MALANG
DOI:
https://doi.org/10.29407/jtfw0w02Keywords:
FOMO, REVIEWS, Influencer, Keputusan Pembelian, Skincare EminaAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh FOMO , review, dan influencer terhadap keputusan pembelian skincare Emina di TikTok Shop pada konsumen remaja di Kabupaten Malang. Penelitian menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Data dikumpulkan melalui penyebaran kuesioner kepada remaja yang pernah membeli skincare Emina di TikTok Shop dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa FOMO, review, dan influencer berpengaruh positif dan signifikan terhadap keputusan pembelian skincare Emina. Secara parsial maupun simultan, ketiga variabel tersebut terbukti memengaruhi keputusan pembelian konsumen remaja di Kabupaten Malang. Temuan ini menunjukkan bahwa dorongan untuk mengikuti tren, kualitas ulasan produk, serta rekomendasi influencer menjadi faktor penting dalam meningkatkan keputusan pembelian skincare Emina di TikTok Shop.
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