PENGARUH SOCIAL INFLUENCE, SOCIAL MEDIA MARKETING, DAN FOMO TERHADAP PURCHASE INTENTION KULINER NON-HALAL HOGHOCK DI PIK DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI

Kosanto, Dennise Willson (2024) PENGARUH SOCIAL INFLUENCE, SOCIAL MEDIA MARKETING, DAN FOMO TERHADAP PURCHASE INTENTION KULINER NON-HALAL HOGHOCK DI PIK DENGAN BRAND IMAGE SEBAGAI VARIABEL MEDIASI. Skripsi thesis, Universitas Tarumanagara.

Text Dennise Willson Kosanto 115210488 JA.pdf Download (2MB)

Abstract

(A) DENNISE WILLSON KOSANTO (115210488)
(B) THE INFLUENCE OF SOCIAL INFLUENCE, SOCIAL MEDIA
MARKETING, AND FOMO ON PURCHASE INTENTION OF NONHALAL

CULINARY AT HOGHOCK IN PIK WITH BRAND IMAGE AS A
MEDIATING VARIABLE
(C) ... Pages, Tables, Pictures, Attachments
(D) MARKETING MANAGEMENT
(E) Abstract : This study explores how Social Influence, Social Media
Marketing, and FOMO affect Gen Z’s intention to buy from HogHock, a
non-halal culinary brand in PIK, Jakarta. It also examines the role of Brand
Image as a mediator. Using a quantitative method with 200 Gen Z
respondents from Greater Jakarta, data were collected through online
questionnaires and analyzed with SmartPLS 4. The results show that all
three factors positively impact Purchase Intention, and Brand Image
mediates the effect of Social Media Marketing. The findings help non-halal
food businesses better target Gen Z through effective marketing.
(F) Keywords : Social Influence, Social Media Marketing, FOMO, Brand
Image, Purchase Intention, Gen Z, Non-Halal Culinary
(G) References (2016 – 2024)
(H) Dr. Miharni Tjokrosaputro, S.E., M.M.

(A) DENNISE WILLSON KOSANTO (115210488)
(B) PENGARUH SOCIAL INFLUENCE, SOCIAL MEDIA MARKETING, DAN
FOMO TERHADAP PURCHASE INTENTION KULINER NON-HALAL
HOGHOCK DI PIK DENGAN BRAND IMAGE SEBAGAI VARIABEL
MEDIASI
(C) ... Halaman, Tabel, Gambar, Lampiran
(D) Manajemen Pemasaran
(E) Abstrak : Penelitian ini mengeksplorasi bagaimana Social Influence, Social
Media Marketing, dan FOMO memengaruhi niat beli Gen Z terhadap
HogHock, sebuah merek kuliner non-halal di PIK, Jakarta. Penelitian ini juga
meneliti peran Citra Merek sebagai variabel mediasi. Dengan menggunakan
metode kuantitatif dan melibatkan 200 responden Gen Z dari wilayah
Jabodetabek, data dikumpulkan melalui kuesioner online dan dianalisis
menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa ketiga faktor
tersebut berpengaruh positif terhadap Niat Beli, dan Citra Merek memediasi
pengaruh Social Media Marketing. Temuan ini membantu bisnis kuliner nonhalal
untuk
menargetkan
Gen
Z
secara
lebih
efektif
melalui
strategi
pemasaran

yang
tepat.

(F) Kata Kunci : Social Influence, Social Media Marketing, FOMO, Citra Merek,
Niat Beli, Gen Z, Kuliner Non-Halal
(G) Referensi (2016 – 2024)
(H) Dr. Miharni Tjokrosaputro, S.E., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	25 Sep 2025 02:46
Last Modified:	25 Sep 2025 02:46
URI:	https://repotest.untar.ac.id/id/eprint/48051

Actions (login required)

View Item