Pengaruh Co-branding dan FoMO terhadap Impulse buying Gen Z pada produk Kolaborasi Nabati dengan Girl Group Kpop Aespa di Surabaya. (The Influence of Co-branding and FoMO on Gen Z's Impulse Buying of Nabati Collaborations with Kpop Girl Group Aespa in Surabaya).

Zainiyah, Alfiatus (2025) Pengaruh Co-branding dan FoMO terhadap Impulse buying Gen Z pada produk Kolaborasi Nabati dengan Girl Group Kpop Aespa di Surabaya. (The Influence of Co-branding and FoMO on Gen Z's Impulse Buying of Nabati Collaborations with Kpop Girl Group Aespa in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The rapid growth of the business world requires companies to keep innovating in order to stay competitive in the market. Collaborating with K-pop artists has become one of the strategies used to attract consumer interest, as done by PT Kaldu Sari Nabati Indonesia through a partnership with the K-pop girl group Aespa. This collaboration applies a co-branding strategy. Co-branding is a strategy that combines two or more brands into a single offer, where both brands strengthen each other and gain consumer attention. Another factor is the phenomenon of Fear of Missing Out (FoMO), which refers to the anxiety people feel when they think they’re missing out on fun trends or experiences others are having especially on social media, which is very popular among Gen Z. This feeling can potentially lead to impulse buying behavior. This research aims to find out how co-branding and FoMO affect impulse buying of Nabati’s collaborative products with Aespa in Surabaya. The method used is a quantitative approach with an e-questionnaire as the research instrument, which was distributed and collected via Google Forms. The sample consisted of 100 Gen Z respondents in Surabaya who had bought the collaboration product, using purposive sampling as the sampling technique. The results showed that both co-branding and FoMO have a significant influence both partially and simultaneously on impulse buying, contributing 40.2%. The remaining percentage is influenced by other factors such as exclusive packaging design and the use of digital marketing. This study recommends future research to include other variables and expand the sample population.

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