Pengaruh Beauty Influencer, Online Customer Review, dan Fear Of Missing Out Terhadap Online Impulsive Buying Pada Konsumen Produk Kecantikan Glad2glow

Rahayu, Vinda (2026) Pengaruh Beauty Influencer, Online Customer Review, dan Fear Of Missing Out Terhadap Online Impulsive Buying Pada Konsumen Produk Kecantikan Glad2glow. Skripsi thesis, Universitas Putra Bangsa.

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Abstract

Perkembangan teknologi digital dan media sosial telah mengubah perilaku konsumen dalam melakukan pembelian online. Rekomendasi beauty influencer, online customer review, dan fenomena fear of missing out (FoMO) dapat mendorong konsumen melakukan pembelian spontan pada produk kecantikan. Penelitian ini bertujuan untuk menganalisis pengaruh beauty influencer, online customer review, dan fear of missing out terhadap online impulsive buying pada konsumen produk kecantikan Glad2Glow. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling. Sampel penelitian berjumlah 102 responden masyarakat Kabupaten Kebumen yang pernah membeli produk Glad2Glow minimal satu kali. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan SPSS versi 25 dengan regresi linier berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa beauty influencer, online customer review, dan fear of missing out berpengaruh positif dan signifikan secara parsial maupun simultan terhadap online impulsive buying pada konsumen produk kecantikan Glad2Glow.

Kata kunci: Beauty Influencer, Fear of Missing Out, Online Customer Review, Online Impulsive Buying.

Item Type: Thesis (Skripsi)
Additional Information: S26.276
Uncontrolled Keywords: Beauty Influencer, Fear of Missing Out, Online Customer Review, Online Impulsive Buying.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Vinda Rahayu
Date Deposited: 22 Sep 2026 04:46
Last Modified: 22 Sep 2026 04:46
URI: http://eprints.universitasputrabangsa.ac.id/id/eprint/11534

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