Dimas Irawan wijaya, . (2024) PENGARUH INFLUENCER MARKETING, FOMO, DAN TRUST TERHADAP KEPUTUSAN PEMBELIAN ASET CRYPTO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This quantitative research aims to analyze the influence of influencer marketing, FOMO (Fear of Missing Out), and trust on cryptocurrency purchase decisions. The population in this study consists of individuals interested in cryptocurrency investments, with a research sample of 287 respondents obtained through nonprobability sampling techniques. The data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4.0 software. The results indicate that (1) the influencer marketing variable has a positive and significant effect on cryptocurrency purchase decisions, (2) the FOMO variable has a positive and significant effect on cryptocurrency purchase decisions, and (3) the trust variable also positively and significantly affects cryptocurrency purchase decisions. The adjusted R-square value of 45.3% indicates that the three independent variables collectively contribute to cryptocurrency purchase decisions, while the remaining 54.7% is influenced by other variables not examined in this study. This research contributes to understanding the factors influencing cryptocurrency purchase decisions, providing valuable insights for the cryptocurrency industry and digital marketing strategy development.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | No.Panggil: 2110111095 Pembimbing: Dienni Rujahtini Penguji 1: Prasetyo Hadi Penguji 2: Guntur Syahputra Saragih |
| Uncontrolled Keywords: | influencer marketing, FOMO, trust, purchase decisions, cryptocurrency. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | DIMAS IRAWAN WIJAYA |
| Date Deposited: | 13 Feb 2025 03:06 |
| Last Modified: | 13 Feb 2025 03:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34474 |
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