PENGARUH PROMOTION MIX AKUN TIKTOK THE SOUNDS PROJECT TERHADAP FEAR OF MISSING OUT (FOMO) PADA GENERASI Z (Studi Survei Followers Akun Tiktok The Sounds Project)

Joe Falenzky Ramadhan, . (2026) PENGARUH PROMOTION MIX AKUN TIKTOK THE SOUNDS PROJECT TERHADAP FEAR OF MISSING OUT (FOMO) PADA GENERASI Z (Studi Survei Followers Akun Tiktok The Sounds Project). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The rapid advancement of digital technology today provides organizations with a vital medium for digital marketing. The Sounds Project exemplifies this, employing Integrated Marketing Communication (IMC) through a promotion mix of advertising, sales promotion, public relations, personal selling, and direct and digital marketing. Digital marketing's accessibility has also contributed to shifts in audience behavior, notably the emergence of Fear of Missing Out (FOMO), arising from the rapid spread of information on digital media. This study examines the effect of The Sounds Project's promotion mix on FOMO among Generation Z, through a survey of followers of the brand's TikTok account. The research adopts the IMC framework with an explanatory quantitative method. Data were collected via an online questionnaire distributed to respondents who follow and watch the account's content, yielding a sample of 421 respondents. The findings reveal a positive relationship between the promotion mix and FOMO, evidenced by a correlation coefficient of 0.338. The coefficient of determination was 11.4%. Hypothesis testing confirmed H1, indicating a greater influence of the promotion mix corresponds to a stronger effect on FOMO, while H0 was rejected. These results suggest the promotion mix significantly affects FOMO, though its influence remains positive yet weak among Generation Z.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210411146] [Pembimbing: Ratu Nadya W.] [Penguji 1: Ana Kuswanti] [Penguji 2: Windhi Tia Saputra]
Uncontrolled Keywords: FOMO, Integrated Marketing Communication, Promotion Mix, The Sounds Project.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HM Sociology
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: JOE FALENZKY RAMADHAN
Date Deposited: 31 Aug 2026 04:00
Last Modified: 31 Aug 2026 04:22
URI: http://repository.upnvj.ac.id/id/eprint/52749

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