Pengaruh Affiliate Marketing, Fear of Missing Out (Fomo), dan Paylater terhadap Keputusan Pembelian melalui Tiktok Shop pada Generasi Z

DWIASTUTI, Khoirunnisa (2025) Pengaruh Affiliate Marketing, Fear of Missing Out (Fomo), dan Paylater terhadap Keputusan Pembelian melalui Tiktok Shop pada Generasi Z. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of affiliate marketing, fear of missing out (FOMO), and paylater on purchasing decisions through TikTok Shop on Generation Z. The background of the study is based on the rapid development of digital technology and social media that have changed consumer behavior, especially the younger generation. This study uses a quantitative approach with a survey method through a questionnaire distributed to 120 Generation Z respondents who have made purchases at TikTok Shop and know the affiliate marketing and paylater features. Data analysis was carried out using multiple linear regression using SPSS. The results showed that the three independent variables, namely affiliate marketing, FOMO, and paylater, have a positive and significant influence on purchasing decisions. The adjusted R² value of 0.454 indicates that 45.4% of the variation in purchasing decisions can be explained by these three variables. These findings indicate the importance of digital marketing strategies and flexible payment features in influencing Generation Z shopping behavior in the digital era.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 11 Dec 2025 06:51
Last Modified: 11 Dec 2025 06:51
URI: http://repository.stimykpn.ac.id/id/eprint/667

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