PENGARUH CONTENT MARKETING, FEAR OF MISSING OUT (FOMO) DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PRODUK SKINCARE DAVIENA DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Skincare Daviena di Bandar Lampung)

Sifa, Ismi Purwaningtyas (2025) PENGARUH CONTENT MARKETING, FEAR OF MISSING OUT (FOMO) DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION PRODUK SKINCARE DAVIENA DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Pengguna Skincare Daviena di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

	PDF Download (5MB)
	PDF Restricted to Repository staff only Download (6MB)

Abstract

ABSTRAK Persaingan antar pasar industri perawatan pribadi dan skincare semakin kompetitif. Hal ini terbukti dengan banyaknya jenis skincare beredar baik produksi dalam negeri maupun luar negeri. Di Indonesia, penggunaan skincare merupakan kebutuhan dengan prioritas yang bertingkat. Seiring meluasnya daya beli masyarakat dan juga semakin meningkatkan daya beli per individu dapat mendorong tingkat skincare dari level pelengkap menjadi level yang diprioritaskan. Salah satu brand skincare yang sedang tren dan mampu bersaing di dunia industri kecantikan yaitu Daviena. Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh content marketing,fear of missing out, dan product quality terhadap purchase decision dalam perspektif bisnis islam. Metode yang digunakan pada penelitian ini yaitu metode kuantitatif deskriptif. Populasi dalam penelitian ini yaitu pengguna skincare daviena di kota Bandar Lampung, dan sampel pada penelitian ini berjumlah 96 yang diperoleh dari rumus cochran. Jenis data yang digunakan pada penelitian ini adalah data primer yaitu data yang dihasilkan menggunakan instrumen kuesioner online dengan teknik non-probabilitas purposive sampling. Kemudian data yang diperoleh dianalisa menggunakan model regresi linier berganda dengan menggunakan alat analisis softwear SPSS versi 25. Hasil pada penelitian ini yaitu content marketing tidak berpengaruh positif dan tidak signifikan terhadap purchase decision skincare daviena. Fear of missing out (FOMO) berpengaruh positif dan signifikan terhadap purchase decision skincare daviena. Dan product quality berpengaruh positif dan signifikan terhadap purchase decision skincare daviena. Dapat disimpulkan bahwa semakin tinggi tingkat fear of missing out (FOMO) pelanggan dan semakin meningkat product quality berarti semakin tinggi purchase decision skincare daviena tersebut. Content marketing, fear of missing out (FOMO), dan product quality berpengaruh positif dan signifikan secara simultan terhadap purchase decision skincare daviena. Kata kunci : Content marketing, fear of missing out (FOMO), product quality, purchase decision. ABSTRACT Competition between the personal care and skincare industry markets is increasingly competitive. This is evidenced by the many types of skincare products circulating, both domestically and internationally produced. In Indonesia, the use of skincare is a need with tiered priorities. Along with the increasing purchasing power of the community and also the increasing purchasing power per individual, it can push the level of skincare from a complementary level to a prioritized level. One of the skincare brands that is trending and able to compete in the beauty industry is Daviena. This research aims to analyze the influence of content marketing, fear of missing out, and product quality on purchase decisions from an Islamic business perspective The method used in this study is a descriptive quantitative method. Population of Daviena skincare users in the city of Bandar Lampung, and the sample in this study amounted to 96, obtained from the cochran formula. The type of data used in this study is primary data, which was collected using a questionnaire instrument with a non probability purposive sampling technique. Then the data obtained was analyzed using a multiple linear regression model using the SPSS version 25 softwear analysis tool. The results of this study show that content marketing has no positive and insignificant effect on the purchase decision of Daviena skincare. Fear of missing out (FOMO) has a positive and significant effect on the purchase decision of Daviena skincare. Product quality also has a positive and significant effect on the purchase decision of Daviena skincare. It can be concluded that the higher the level of customer fear of missing out (FOMO) and the better the product quality, the higher the purchase decision for Daviena skincare. Content marketing, fear of missing out (FOMO), and product quality have a positive and significant effect simultaneously on the purchase decision of Daviena skincare. Keywords : Content marketing, fear of missing out (FOMO), product quality, purchase decision.

Actions (login required)

View Item