ROMDLONAH, LAILATUL (2025) PERAN CONTENT AFFILIATE MARKETING SEBAGAI VARIABEL MEDIASI: PENGARUH FEAR OF MISSING OUT DAN ELELCTRONIC WORD OF MOUTH TERHADAP IMPULS BUYING (Studi Pada Pengguna TikTok Shop Generasi Z di Kota Semarang). SKRIPSI.
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Abstract
This study investigates the influence of Fear of Missing Out (FOMO) and Electronic Word of Mouth (E-WOM) on impulse buying behavior, with content affiliate marketing as a mediating variable. The research focuses on Generation Z users of TikTok Shop in Semarang. A quantitative approach was adopted using a survey method, involving 109 purposively selected respondents. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) technique. The findings reveal that FOMO has a significant positive effect on impulse buying. In contrast, E-WOM does not directly and significantly influence impulse buying but does have a significant positive impact on content affiliate marketing. However, content affiliate marketing does not significantly affect impulse buying behavior and fails to mediate the relationship between FOMO or E-WOM and impulse buying.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | fear of missing out, ectronic word of mouth, Content affiliate marketing, Impuls buying, Generasi Z, TikTok Shop. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 18 Oct 2025 22:32 |
| Last Modified: | 18 Oct 2025 22:32 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2920 |
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