Pengaruh Fear of Missing Out, Key Opinion Leader dan Brand Advocacy Terhadap Keputusan Pembelian pada Cushion Skintific (Studi Kasus Kalangan Generasi Z di Sun Plaza Medan)

Abstract

The cosmetic industry has experienced rapid growth, and consumers now have a wide variety of brand choices for the same product. Effective sales promotions can stimulate consumers' purchase intentions. This phenomenon has resulted in intense competition in marketing products to attract consumers. This study aims to determine and analyze the effect of Fear of Missing Out, Key Opinion Leader and Brand Advocacy on Generation Z's purchasing decisions for Skintific Cushion at Sun Plaza Medan. This is an associative study, and the type of data used is quantitative data. The population in this study consists of Generation Z consumers who purchased Skintific cushion products at Sun Plaza Medan. The sample size is 80 individuals, selected using a non-probability sampling technique with the criteria being consumers who use Skintific cushion products and are familiar with Tasya Farasya. The data analysis technique used is multiple linear regression analysis. Data processing was conducted using the SPSS for Windows program. The results of this study indicate that simultaneously, Fear of Missing Out, Key Opinion Leader and Brand Advocacy have a positive and significant effect on purchasing decisions. Partially, each of these variables Fear of Missing Out, Key Opinion Leader and Brand Advocacy also has a positive and significant effect on Generation Z's purchasing decisions for Skintific Cushion at Sun Plaza Medan. Based on the coefficient of determination, the independent variables can explain 62.9% of the variation in the dependent variable, while the remaining 37.1% is explained by other variables not examined in this study.