Pengaruh FoMO (Fear of Missing Out) dan Brand Ambassador Terhadap Impulsive Buying Produk Food and Beverage McDonald’s Featuring NewJeans Di Kota Malang

Angelika, Miranda Aurelia and Wisynu Ari Gutama,, S.P., M.MA. (2024) Pengaruh FoMO (Fear of Missing Out) dan Brand Ambassador Terhadap Impulsive Buying Produk Food and Beverage McDonald’s Featuring NewJeans Di Kota Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Perilaku konsumen dalam industri F&B mencakup perilaku pembelian makanan dan minuman. Pemahaman ini krusial untuk mengembangkan strategi pemasaran yang sesuai dengan kebutuhan dan preferensi konsumen, serta mempertahankan hubungan dengan produsen agribisnis. Keputusan pembelian dapat dipengaruhi oleh bias kognitif, yakni Impulsive Buying. Fenomena FoMO (Fear of Missing Out) diketahui mencapai 29% dalam kategori makanan. Brand Ambassador, berkaitan dengan fenomena Korean Wave di Indonesia, seperti Idol Group K-pop NewJeans, menjadi salah satu strategi pemasaran McDonald's dengan merilis produk kolaborasi ‘K-Meals’. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador terhadap Impulsive Buying produk McDonald’s ft. NewJeans melalui FoMO di Kota Malang. Penelitian ini menggunakan teori S-O-R (Stimulus-Organism-Response) untuk menjelaskan bagaimana stimuli (Brand Ambassador) memengaruhi keadaan internal (FoMO) konsumen, yang pada akhirnya akan memengaruhi respon (Impulsive Buying). Penelitian ini telah dilakukan pada bulan September – November 2023 dengan pendekatan kuantitatif. Jumlah responden pada penelitian ini sebanyak 100 responden. Teknik purposive sampling digunakan dengan kriteria yaitu responden pernah melakukan pembelian produk McDonald’s x NewJeans di Kota Malang. Analisis statistik yang digunakan menggunakan alat analisis Structural Equation Modeling – Generalized Structured Component Analysis (SEM-GSCA) dengan bantuan software GeSCA. Hasil penelitian menunjukkan bahwa (1) Brand Ambassador berpengaruh positif signifikan terhadap FoMO. (2) Brand Ambassador berpengaruh positif signifikan terhadap Impulsive Buying. (3) FoMO berpengaruh positif signifikan terhadap Impulsive Buying. (4) Brand Ambassador berpengaruh positif signifikan terhadap Impulsive Buying melalui FoMO (CR>1,96 dan p-value <0,001). Nilai koefisien jalur dengan adanya FoMO sebagai variabel mediasi lebih besar daripada koefisien jalur antara Brand Ambassador dan Impulsive Buying saja (0,59>0,34), sehingga hal tersebut mendukung teori S-O-R. Berdasarkan hasil penelitian, penelitian ini dapat memberikan gambaran mengenai perilaku pembelian konsumen terhadap produk kolaborasi dengan NewJeans. Penggunaan Brand Ambassador sebagai stimulus dengan visibilitas, kredibilitas dan daya tarik yang tinggi, serta memiliki kekuatan untuk mengubah persepsi pembelian konsumen dapat memengaruhi kondisi internal konsumen, yaitu perasaan FoMO, sehingga pada akhirnya memberikan respon berupa Impulsive Buying.

English Abstract

Consumer behavior in the F&B industry includes the purchasing behavior of food and beverages. This understanding is crucial for developing marketing strategies that align with consumer needs and preferences, as well as maintaining relationships with agribusiness producers. Purchase decisions can be influenced by cognitive bias, namely Impulsive Buying. The phenomenon of FoMO (Fear of Missing Out) is known to reach 29% in the food category. Brand Ambassadors, related to the Korean Wave phenomenon in Indonesia, such as the K-pop Idol Group NewJeans, have become one of McDonald's marketing strategies by releasing the 'K-Meals' collaboration product. This research aims to analyze the influence of Brand Ambassadors on Impulsive Buying of McDonald's products featuring NewJeans through FoMO in the city of Malang. The study uses the S-O-R (Stimulus-Organism-Response) theory to explain how stimuli (Brand Ambassadors) affect the internal state (FoMO) of consumers, which ultimately affects the response (Impulsive Buying). The research was conducted from September to November 2023 using a quantitative approach. The study involved 100 respondents selected through purposive sampling criteria, namely respondents who have purchased McDonald's x NewJeans products in the city of Malang. Statistical analysis used the Structural Equation Modeling – Generalized Structured Component Analysis (SEM-GSCA) with the assistance of GeSCA software. The research results indicate that (1) Brand Ambassadors have a significant positive effect on FoMO. (2) Brand Ambassadors have a significant positive effect on Impulsive Buying. (3) FoMO has a significant positive effect on Impulsive Buying. (4) Brand Ambassadors have a significant positive effect on Impulsive Buying through FoMO (CR>1.96 and p-value <0.001). The path coefficient value with FoMO as a mediating variable is larger than the path coefficient between Brand Ambassadors and Impulsive Buying alone (0.59 > 0.34), supporting the S-OR theory. Based on the research findings, the study provides insights into consumer purchasing behavior towards collaboration products with NewJeans. Brand Ambassadors as the stimulus with high visibility, credibility and attractiveness, and has the power to change consumer purchasing perceptions can affect the internal condition of consumers, which is FoMO, so that in the end will provide a response in the form of Impulsive Buying.

Item Type:	Thesis (Sarjana)
Identification Number:	0524040027
Divisions:	Fakultas Pertanian > Agribisnis
Depositing User:	Unnamed user with username nova
Date Deposited:	07 Feb 2024 06:51
Last Modified:	07 Feb 2024 06:51
URI:	http://repository.ub.ac.id/id/eprint/215859

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