Pengaruh Viral Marketing dan Fear Of Missing Out terhadap Keputusan Pembelian Produk Glad2glow dengan Kepercayaan Konsumen sebagai Variabel Intervening (Studi pada Mahasiswa Universitas Islam Darul ‘Ulum Lamongan)
DOI:
https://doi.org/10.71417/j-sime.v3i1.2150Keywords:
Viral Marketing, Fear of Missing Out (FOMO), Kepercayaan Konsumen, Keputusan Pembelian, Glad2GlowAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Viral Marketing dan Fear of Missing Out (FOMO) terhadap Keputusan Pembelian produk Glad2Glow dengan Kepercayaan Konsumen sebagai variabel intervening pada mahasiswa Universitas Islam Darul ’Ulum Lamongan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui penyebaran kuesioner kepada 96 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa Viral Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Fear of Missing Out (FOMO) tidak berpengaruh signifikan terhadap Keputusan Pembelian, Kepercayaan Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Viral Marketing berpengaruh positif dan signifikan terhadap Kepercayaan Konsumen, serta Fear of Missing Out (FOMO) berpengaruh positif dan signifikan terhadap Kepercayaan Konsumen. Temuan tersebut menunjukkan bahwa Kepercayaan Konsumen mampu berperan sebagai variabel intervening dalam hubungan antara Viral Marketing dan Fear of Missing Out (FOMO) terhadap Keputusan Pembelian. Penelitian ini memberikan implikasi bahwa perusahaan perlu memperkuat strategi viral marketing serta membangun kepercayaan konsumen melalui penyampaian informasi yang jelas, kredibel, dan didukung ulasan positif agar mampu meningkatkan keputusan pembelian produk Glad2Glow.
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