PENGARUH VIRAL MARKETING, BRAND AWARENESS, DAN FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN SKINCARE (Pengguna Skincare Skintific di Kota Madiun)

Novianti, Anis (2026) PENGARUH VIRAL MARKETING, BRAND AWARENESS, DAN FEAR OF MISSING OUT (FOMO) TERHADAP KEPUTUSAN PEMBELIAN SKINCARE (Pengguna Skincare Skintific di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The purpose of this study was to determine the influence of viral marketing, brand awareness, and fear of missing out (FoMO) on purchase decisions among Skintific skincare users in Madiun City. The data source in this study was primary data, collected through questionnaires using a purposive sampling technique distibuted to Skintific skincare product users in madiun City. The total sample used in this study consisted of 385 respondents. This research employed a quantitative approach using Structural Equation Modeling (SEM) analysis with the assistance of SmartPLS (Partial Least Squares) software. The result of this study indicate that viral marketing has a positive and significant effect on purchase decisions for Skintific skincare product in Madiun City, brand awareness has a positive and significant effect on purchase decisions for Skintific skincare products in Madiun City, fear of missing out has a positive and significant effect on purchase decisions for Skintific skincare product in Madiun City, and viral marketing, brand awareness, and fear of missing out (FoMO) simultaneosly have a positive and significant effect on purchase decisions. Keywords: Viral Marketing; Brand Awareness; Fear of Missing Out; Purchase Decisions

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Kata Kunci: Viral Marketing; Brand Awareness; Fear of Missing Out; Keputusan Pembelian Keywords: Viral Marketing; Brand Awareness; Fear of Missing Out; Purchase Decisions
Subjects:	A Social Sciences > HC Economic History and Conditions A Social Sciences > HF Commerce L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NOVIANTI ANIS
Date Deposited:	26 Oct 2026 07:04
Last Modified:	26 Oct 2026 07:04
URI:	http://eprint.unipma.ac.id/id/eprint/10708

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