Aisyah, Arini Diffa (2026) PENGARUH FEAR OF MISSING OUT (FOMO) DAN SOCIAL ENGAGEMENT TERHADAP IMPULSIVE BUYING PADA GBOB SNACK AND CATERING. Sarjana (S1) thesis, Universitas BPD.
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Abstract
Abstract
This study aims to analyze the influence of Fear of Missing Out (FoMO) and social
engagement on impulse buying among GBOB Snack & Catering consumers. The
method used was a quantitative approach with a sample of 100 respondents and
multiple linear regression analysis. This research is expected to provide an
overview of the role of FoMO and social engagement in driving impulsive buying
behavior, as well as serve as a consideration for business actors in developing
marketing strategies through social media to be more effective in attracting
consumer interest.
| Item Type: | Thesis (Sarjana (S1)) |
|---|---|
| Additional Information: | Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh Fear of Missing Out (FoMO) dan social engagement terhadap impulsive buying pada konsumen GBOB Snack & Catering. Metode yang digunakan adalah pendekatan kuantitatif dengan sampel sebanyak 100 responden dan analisis regresi linear berganda. Penelitian ini diharapkan dapat memberikan gambaran mengenai peran FoMO dan social engagement dalam mendorong perilaku pembelian impulsif, serta menjadi bahan pertimbangan bagi pelaku usaha dalam menyusun strategi pemasaran melalui media sosial agar lebih efektif dalam menarik minat konsumen. |
| Uncontrolled Keywords: | Fear of Missing Out, Social Engagement, Impulsive Buying, Perilaku Konsumen, UMKM Kuliner |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 31 Aug 2026 12:47 |
| Last Modified: | 31 Aug 2026 12:47 |
| URI: | https://eprints.ubpd.ac.id/id/eprint/168 |
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