Nadyne Agasthya Ardhana, . (2025) PENGARUH KERAGAMAN PRODUK, KESADARAN HALAL, DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GEN Z PADA PRODUK AZARINE DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The cosmetics industry has experienced annual growth due to the increasing demand for cosmetics. However, for Muslim consumers, the awareness of halal products has become a primary consideration in choosing cosmetics. The variety of cosmetics available in the market, especially cosmetics, has increasingly attracted consumers, particularly Generation Z. This has formed the phenomenon of Fear of Missing Out (FOMO) in the social environment due to the reluctance to miss out on trends. This study aims to identify the influence of product variety, halal awareness, and FOMO on the purchasing decisions of Gen Z consumers for Azarine products in Jakarta. This study uses a quantitative approach with a research sample of 100 Gen Z consumers who have purchased Azarine products in Jakarta. Data was collected through the distribution of questionnaires. The data analysis technique used is Partial Least Square (PLS). Data testing was conducted by evaluating the outer model and inner model. The results of the study show that the variables of product variety, halal awareness, and FOMO each have an influence on the purchasing decisions of Gen Z consumers for Azarine products in Jakarta. This study offers strategic insights for business practitioners, policymakers, and scholars. The findings not only contribute to a deeper understanding of consumer behavior but also provide a framework for developing effective marketing strategies.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110116031] [Pembimbing: Prima Dwi Priyatno] [Penguji 1: Tati Handayani] [Penguji 2: Fadhli Suko Wiryanto] |
| Uncontrolled Keywords: | Cosmetics, FOMO, Halal Awareness, Product Diversity, Purchase Decision. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Syariah (S1) |
| Depositing User: | NADYNE AGASTHYA ARDHANA |
| Date Deposited: | 21 Feb 2025 01:42 |
| Last Modified: | 21 Feb 2025 01:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/35081 |
Available Versions of this Item
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PENGARUH KERAGAMAN PRODUK, KESADARAN HALAL,
DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN
KONSUMEN GEN Z PADA PRODUK AZARINE DI JAKARTA. (deposited 20 Jan 2025 03:23)
- PENGARUH KERAGAMAN PRODUK, KESADARAN HALAL, DAN FOMO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN GEN Z PADA PRODUK AZARINE DI JAKARTA. (deposited 21 Feb 2025 01:42) [Currently Displayed]
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