Social Comparison, FOMO, dan Materialism sebagai Mediator Imitation of Influencers terhadap Purchase Intention Generasi Muda - Liong, Angelica David; Tunjungsari, Hetty Karunia (Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara, 2025)
Penelitian ini bertujuan untuk menganalisis pengaruh imitation of influencers terhadap purchase intention produk Corkcicle dengan peran mediasi social comparison, fear of missing out (FOMO), dan materialism pada generasi Milenial dan Gen Z di Indonesia. Teknik pengambilan sampel yang digunakan adalah non-probability sampling dengan teknik purposive sampling. Studi ini menggunakan pendekatan kuantitatif dengan metode survei daring melalui Google Form, melibatkan 210 responden yang aktif di media sosial dan familiar dengan produk Corkcicle. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) dan pengolahan data menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa imitation of influencers memiliki pengaruh signifikan terhadap social comparison dan materialism. Selain itu, social comparison memediasi hubungan antara imitation of influencers dengan FOMO dan materialism. FOMO dan materialism juga terbukti memediasi hubungan antara social comparison dan purchase intention. Penelitian ini memberikan wawasan baru tentang pengaruh fenomena imitation of influencers terhadap purchase intention, yang dapat dimanfaatkan oleh perusahaan Corkcicle untuk merancang strategi pemasaran berbasis influencer yang lebih efektif. This study aims to analyze the effect of imitating influencers on the purchase intention of Corkcicle products with the mediating role of social comparison, fear of missing out (FOMO), and materialism in the Millennial generation and Gen Z in Indonesia. The sampling technique used was non-probability sampling with a purposive sampling technique. This study uses a quantitative approach with an online survey method through Google Forms, involving 210 respondents who are active on social media and familiar with Corkcicle products. Data analysis was conducted using Structural Equation Modeling-Partial Least Squares (SEM-PLS) and data processing using SmartPLS. Results indicate that imitation of influencers has a significant influence on social comparison and materialism and that social comparison mediates the relationship between imitation of influencers with FOMO and materialism. Furthermore, FOMO and materialism mediate the link between social comparison and purchase intention. These findings offer new insights into the influence of imitating influencers on purchase intention, which can be utilized by Corkcicle to plan a strategy for more effective influencer-based marketing.