THE INFLUENCE OF ELECTRONIC WORD OF MOUTH IN TIKTOK AND FOMO PHENOMENON ON PURCHASE INTENTION OF SOMETHINC MAKEUP PRODUCT - Dalam bentuk buku karya ilmiah

TYAS GRANIA BUTAR BUTAR

Informasi Dasar

23 kali
25.04.5014
000
Karya Ilmiah - Skripsi (S1) - Reference

This study investigates the impact of electronic word-of-mouth (eWOM) on TikTok and the Fear of Missing Out (FOMO) on consumer purchase intentions toward Somethinc makeup products among Generation Z in Indonesia. As TikTok continues to grow as a dominant social media platform, particularly among Gen Z, its influence on consumer behavior has become increasingly significant.

This study uses the Information Adoption Model (IAM) as its theoretical framework to investigate how perceived usefulness, which in turn affects information adoption and purchase intention, is influenced by information quality, quantity, and credibility. Additionally, the study investigates how FOMO may moderate these associations.

A quantitative method was used, collecting information from 300 Gen Z respondents who have used TikTok and Somethinc products via an online survey. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used to analyze the data.

The findings show that information usefulness is positively and significantly impacted by information quantity, quality, and credibility. Purchase intention is largely predicted by direct influence of FOMO, then followed by information adoption, which is heavily influenced by both FOMO and information usefulness.

These findings highlight the crucial role of eWOM and FOMO in shaping consumer decisions and offer practical insights for brands aiming to engage younger audiences through social media platforms like TikTok.

Subjek

CONSUMER MARKETING
 

Katalog

THE INFLUENCE OF ELECTRONIC WORD OF MOUTH IN TIKTOK AND FOMO PHENOMENON ON PURCHASE INTENTION OF SOMETHINC MAKEUP PRODUCT - Dalam bentuk buku karya ilmiah
 
xiii, 75p.: il,; pdf file
English

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TYAS GRANIA BUTAR BUTAR
Perorangan
Indrawati
 

Penerbit

Universitas Telkom, S1 International ICT Business
Bandung
2025

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