Pengaruh Influencer Credibility, Fear of Missing Out (FOMO), dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pure Matcha Beorganik pada Pengguna TikTokshop Konsumen Gen Z di Surabaya. (The Influence of Influencer Credibility, Fear of Missing Out (FOMO), and Product Quality on Purchasing Decisions of Pure Organic Matcha Products among Gen Z TikTokshop Users in Surabaya).

Ramadhani, Mellandri Annas (2026) Pengaruh Influencer Credibility, Fear of Missing Out (FOMO), dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pure Matcha Beorganik pada Pengguna TikTokshop Konsumen Gen Z di Surabaya. (The Influence of Influencer Credibility, Fear of Missing Out (FOMO), and Product Quality on Purchasing Decisions of Pure Organic Matcha Products among Gen Z TikTokshop Users in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The growing trend of healthy living among Indonesian society has increased consumer interest in organic products, one of which is the Pure Matcha BeOrganik product marketed through the TikTokShop platform. The increasingly crowded market competition requires business actors to rely not only on product quality, but also on digital marketing strategies that involve influencer credibility and the utilization of Fear of Missing Out (FOMO). This study aims to examine and analyze the effect of Influencer Credibility, FOMO, and Product Quality on the Purchase Decision of Pure Matcha BeOrganik products among Generation Z TikTokShop users in Surabaya, both partially and simultaneously. This research applies a quantitative approach using a survey method, distributing questionnaires to 100 respondents selected through purposive sampling technique. Data were analyzed using multiple linear regression with SPSS version 27. The results show that partially, all three variables, Influencer Credibility, FOMO, and Product Quality, have a positive and significant effect on Purchase Decision. Simultaneously, the three variables also significantly affect Purchase Decision with a contribution of 57,2 percent, while the remaining is influenced by other variables outside this research model, such as price, brand image, and promotion. These findings imply that the combination of trust in promotional sources, psychological urgency from viral trends, and product quality assurance are key drivers of young consumers' purchase decisions on social-media based e-commerce platforms.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Influencer Credibility, Fear of Missing Out, Product Quality, Purchase Decision, TikTokShop
Subjects:	H Social Sciences > HF Commerce > HF5601 Accounting
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis
Depositing User:	1122200067 Mellandri Annas Ramadhani
Date Deposited:	31 Aug 2026 03:55
Last Modified:	31 Aug 2026 03:55
URI:	http://repository.untag-sby.ac.id/id/eprint/47224

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