Pengaruh Social Media Marketing dan Kualitas Produk terhadap Keputusan Pembelian Bika Ambon Ci Mehong melalui Fear of Missing Out Platform Tiktok GenZ Surabaya

Authors

  • Giovani Augustine Hokini Universitas Ciputra, Surabaya, Indonesia
  • Sherleen Gianina Kristianto Universitas Ciputra, Surabaya, Indonesia
  • Moses Soediro Universitas Ciputra, Surabaya, Indonesia

DOI:

https://doi.org/10.38035/jmpis.v7i3.8264

Keywords:

Social Media Marketing, Kualitas Produk, Fear of Missing Out, Keputusan Pembelian

Abstract

Bika Ambon Ci Mehong merupakan bisnis kuliner yang menarik karena beragam konten promosi, ulasan, dan analisis mengenai produk Bika Ambon Ci Mehong yang diunggah oleh para kreator konten di berbagai platform media sosial. Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial dan kualitas produk terhadap keputusan pembelian melalui fear of missing out (FOM) pada Generasi Z di Surabaya. Variabel yang digunakan dalam penelitian ini adalah pemasaran media sosial, kualitas produk,  fear of missing out, dan keputusan pembelian. Populasi dalam penelitian ini adalah Gen Z yang mengenal atau pernah membeli Bika Ambon Ci Mehong di Surabaya. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Kuesioner didistribusikan melalui Google Forms kepada responden Gen Z yang mengenal atau pernah membeli Bika Ambon Ci Mehong di Surabaya. Penelitian ini memperoleh 226 sampel yang sesuai untuk analisis. Data dianalisis menggunakan perangkat lunak Smart PLS dan path analysis. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh positif yang signifikan dari pemasaran media sosial dan kualitas produk terhadap keputusan pembelian melalui fear of missing out.

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Published

2026-05-23

How to Cite

Hokini, G. A., Kristianto, S. G., & Soediro, M. (2026). Pengaruh Social Media Marketing dan Kualitas Produk terhadap Keputusan Pembelian Bika Ambon Ci Mehong melalui Fear of Missing Out Platform Tiktok GenZ Surabaya. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 7(3), 2545–2557. https://doi.org/10.38035/jmpis.v7i3.8264

Issue

Vol. 7 No. 3 (2026): Jurnal Manajemen Pendidikan dan Ilmu Sosial (April - Mei 2026)

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Articles

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Copyright (c) 2026 Giovani Augustine Hokini, Sherleen Gianina Kristianto, Moses Soediro

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