Nazhifah, Barra Ulfi (2025) PENGARUH FEAR OF MISSING OUT (FOMO), VIRAL MARKETING, DAN SERVICE QUALITY TERHADAP MINAT PEMBELIAN PADA KONSUMEN MARUGAME UDON DI MADIUN. S1 thesis, Universitas PGRI Madiun.
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Abstract
The development of social media has driven significant changes in consumer behavior, one of which is characterized by the emergence of the Fear of Missing Out (FOMO) phenomenon, which impacts purchase intention. Marugame Udon Madiun capitalizes on this phenomenon by implementing a Viral Marketing strategy and improving Service Quality to attract consumer purchase intention. This study aims to analyze the effect of Fear of Missing Out (FOMO), Viral Marketing, and Service Quality towards purchase intention among Marugame Udon consumers in Madiun. The method used in this study was a quantitative approach. The populations consisted of potential Marugame Udon consumers in Madiun, with a sample of 384 respondents obtained through purposive sampling. Data collection was conducted through questionnaires and analyzed using multiple linear regression, coefficient of determination, and hypothesis testing using t-tests and F-tests using SPSS Ver. 31 software. The results of the study indicate that, both partially and simultaneously, the variables Fear of Missing Out (FOMO), Viral Marketing, and Service Quality have a positive and significant influence towards consumer purchase intention.
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Fear of Missing Out (FOMO); Viral Marketing; Service Quality; Purchase Intention; Marugame Udon Madiun |
| Subjects: | A Social Sciences > H Social Sciences (General) A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions A Social Sciences > HF Commerce A Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAZHIFAH ULFI BARRA |
| Date Deposited: | 15 Oct 2025 05:38 |
| Last Modified: | 15 Oct 2025 05:38 |
| URI: | http://eprint.unipma.ac.id/id/eprint/5500 |
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