Pengaruh social influence dan product knowledge terhadap purchase intention melalui mediasi fear of missing out (fomo) pada Skintific di Universitas Pelita Harapan

Salim, Priscillia (2023) Pengaruh social influence dan product knowledge terhadap purchase intention melalui mediasi fear of missing out (fomo) pada Skintific di Universitas Pelita Harapan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh social influence dan product knowledge terhadap purchase intention melalui mediasi fomo pada Skintific di Universitas Pelita Harapan. Subjek penelitian ini berjumlah 170 responden yang merupakan mahasiswa Universitas Pelita Harapan. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan pengambilan sampel menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan aplikasi SmartPLS versi 4.0 dengan metode skala likert. Hasil penelitian ini menunjukan bahwa social influence, product knowledge dan FOMO memiliki pengaruh positif terhadap purchase intention. Social influence dan product knowledge memiliki pegaruh positif terhadap purchase intention yang dimediasi oleh FOMO.

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