Pengaruh Selebriti Endorsment Terhadap Sikap Fear Out Missing Out Dalam Mengambil Keputusan Dalam Pemebelian Fesyen Baju Bayi Dikota Surabaya

Reza Tianto, Ikhwan Kholid

Abstract


Penelitian ini ditujukan untuk menambah literatur tulisan dan data serta mengungkap tentang hal yang dapat meningkatkan intensitas pembeliaan penjualan fesyen baju yang dipengaruhi oleh dampak psikologi dari konsumen terutama ibu-ibu muda dari golongan milenial dan gen Z, gejala psikologi tersebut adalah kondisi kecemsan seseorang takut akan ketinggalan tren yang sedang terjadi sehingga membuat keputusan secara cepat dalam memutuskan pemebelian dalam istilah lain adalah Fear of Missing Out (FoMO). FoMO dalam beberapa literatur disebabkan karena sering bersosial media dan mengikuti kebiasaan selebriti social media. Dalam Konten selebriti social media bertema fesyen, penelitian ini berfokus kepada fesyen baju bayi. Teknik marketing selebriti endorsment sukses meningkatkan quantitas penjualan melalui sosial media marketing dan menjadi viral diantara pengguna sosial media atau Electronic Word of mouth (E-WOM). Hasil analisis data menjelaskan bahwa selebriti endorsment dan E-WOM berpengaruh meningkat FoMO ibu-ibu milenial di Kota Surabaya untuk mempercepat mengambil keputusan dalam pembelian fesyen baju bayi dikota Surabaya.

Keywords


E-WOM, Selebriti Endorsment, FoMO, Fesyen Baju Bayi, Milenial

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DOI: https://doi.org/10.21107/ee.v10i2.29034

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