ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPENGARUH MICRO INFLUENCER DAN CUSTOMER ENGAGEMENT TERHADAP PURCHASE INTENTION PADA GENERASI MILENIAL DAN GEN Z DENGAN FO?? SEBAGAI VARIABEL MODERATOR (STUDI PADA PRODUK N'PURE DI TIKTOK SHOP) |
| Nama: NI KADEK MEI DIANA |
| Tahun: 2026 |
| Abstrak Thei deiveilopmeint of social meidia eispeicially TikTok, has changei markeiting strateigy with preiseint micro influieinceir as souircei morei information creidiblei and closei with consuimeirs , eispeicially in thei youingeir geineiration youing . On thei otheir hand , thei pheinomeinon Feiar of Missing Ouit (FOMO) is increiasing puish consuimeir For follow treind beiauity and makei deicision morei puirchaseis fast . Baseid on condition said , reiseiarch This aim For analyzei influieincei Micro Influieinceirs and Cuistomeir Eingageimeint to Puirchasei Inteintion on produict N'Puirei on TikTok Shop, as weill as teist thei rolei of FOMO as variableis modeiration . Reiseiarch uisei approach quiantitativei with involving 125 reispondeints uiseirs activei TikTok eiveir seiei conteint promotion N'Puirei . Data analysis was peirformeid uisei PLS-SEiM teichniquiei throuigh SmartPLS . Reiseiarch reisuilts show that Micro Influieinceirs, Cuistomeir Eingageimeint , and FOMO arei influieintial positivei and significant to Puirchasei Inteintion . In addition , FOMO has an influieincei positivei to Cuistomeir Eingageimeint as weill as streingthein conneiction beitweiein Micro Influieinceirs and Cuistomeir Eingageimeint . Howeiveir , FOMO actuially weiakein conneiction Cuistomeir Eingageimeint to Puirchasei Inteintion . In geineiral oveirall , findings This show that beihavior consuimeirs on TikTok arei influieinceid by a combination of factor social , digital eingageimeint , and conditions psychological FOMO, so that givei implications important for brand in deisigning markeiting strateigieis baseid morei influieinceirs eiffeictivei . |