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All Journal Revitalisasi : Jurnal Ilmu Manajemen
Sariani, Komang Widi
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Economics, Econometrics & Finance

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Social Media Marketing, Product Knowledge Dan Fear Of Missing Out (Fomo) Terhadap Cosmetic Purchase Decision Sariani, Komang Widi; Anggarawati, Sularsih
REVITALISASI : Jurnal Ilmu Manajemen Vol 12 No 2 (2023): REVITALISASI : Jurnal Ilmu Manajemen
Publisher : Universitas Islam Kadiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32503/revitalisasi.v12i2.4540

Abstract

The many choices of types of cosmetics on the market will certainly affect consumer attitudes in purchase decisions. The purpose of this research is to analyze and determine the influence of social media marketing, product knowledge and fear of missing out on cosmetic product purchase decisions. This study used quantitative methods and had a sample of 200 respondents who purchased cosmetic products. Based on validity tests with Component matrix, reliability tests with Cronbach's alpha and multiple regression analysis consisting of R square test, F test and t test processed using SPSS, it was found that social media marketing has no effect on purchase decisions, Product knowledge has a positive and significant effect on purchase decisions and fear of missing out does not affect the purchase decision of cosmetic products.
Co-Authors Sularsih Anggarawati