Liong, Angelica David (2024) PENGARUH IMITATION OF INFLUENCERS TERHADAP PURCHASE INTENTION CORKCICLE DENGAN MEDIASI SOCIAL COMPARISON, FOMO, DAN MATERIALISM DI GENERASI MILENIAL DAN Z. Masters thesis, Universitas Tarumanagara.

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Abstract

(A) ANGELICA DAVID LIONG (115210121)
(B) THE INFLUENCE OF INFLUENCERS ON CORKCICLE PURCHASE
INTENTION MEDIATED BY SOCIAL COMPARISON, FOMO, AND
MATERIALISM IN MILLENIALS AND GEN Z
(C) XXX + XX pages + XX tables + XX figures + XX attachments
(D) MARKETING
(E) Abstract: This study aims to analyze the effect of imitating influencers on the
purchase intention of Corkcicle products with the mediating role of social
comparison, fear of missing out (FOMO), and materialism in the Millennial
generation and Gen Z in Indonesia. The sampling technique used was nonprobability

sampling with a purposive sampling technique. This study uses a
quantitative approach with an online survey method through Google Forms,
involving 210 respondents who are active on social media and familiar with
Corkcicle products. Data analysis was conducted using Structural Equation
Modeling-Partial Least Squares (SEM-PLS) and data processing using
SmartPLS. Results indicate that imitation of influencers has a significant
influence on social comparison and materialism and that social comparison
mediates the relationship between imitation of influencers with FOMO and
materialism. Furthermore, FOMO and materialism mediate the link between
social comparison and purchase intention. These findings offer new insights
into the influence of imitating influencers on purchase intention, which can be
utilized by Corkcicle to plan a strategy for more effective influencer-based
marketing.
(F) References (xx) (xxxx-xxxx)
(G) Dr. Hetty Karunia Tunjungsari, S.E., M.Si.

(A) ANGELICA DAVID LIONG (115210121)
(B) PENGARUH IMITATION OF INFLUENCERS TERHADAP PURCHASE
INTENTION CORKCICLE DENGAN MEDIASI SOCIAL COMPARISON,
FOMO, DAN MATERIALISM DI GENERASI MILENIAL DAN Z
(C) XXX + XX halaman + XX tabel + XX gambar + XX lampiran
(D) PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh imitation of
influencers terhadap purchase intention produk Corkcicle dengan peran mediasi
social comparison, fear of missing out (FOMO), dan materialism pada generasi
Milenial dan Gen Z di Indonesia. Teknik pengambilan sampel yang digunakan
adalah non-probability sampling dengan teknik purposive sampling. Studi ini
menggunakan pendekatan kuantitatif dengan metode survei daring melalui
Google Form, melibatkan 210 responden yang aktif di media sosial dan familiar
dengan produk Corkcicle. Analisis data dilakukan menggunakan Structural
Equation Modeling-Partial Least Squares (SEM-PLS) dan pengolahan data
menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa imitation of
influencers memiliki pengaruh signifikan terhadap social comparison dan
materialism. Selain itu, social comparison memediasi hubungan antara
imitation of influencers dengan FOMO dan materialism. FOMO dan
materialism juga terbukti memediasi hubungan antara social comparison dan
purchase intention. Penelitian ini memberikan wawasan baru tentang pengaruh
fenomena imitation of influencers terhadap purchase intention, yang dapat
dimanfaatkan oleh perusahaan Corkcicle untuk merancang strategi pemasaran
berbasis influencer yang lebih efektif.
(F) Daftar Pustaka (xx) (xxxx-xxxx)
(G) Dr. Hetty Karunia Tunjungsari, S.E., M.Si.

Item Type: Thesis (Masters)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 05 Jun 2025 06:56
Last Modified: 05 Jun 2025 06:56
URI: https://repotest.untar.ac.id/id/eprint/46971

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