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HUBUNGAN BODY IMAGE DAN FEAR OF MISSING OUT (FOMO) TERHADAP PEMBELIAN IMPULSIF PRODUK KECANTIKAN PEMUTIH KULIT PADA PEREMPUAN DEWASA AWAL
In early adulthood, individuals often face various social demands related to physical appearance that can influence consumption behavior, including the tendency to make impulsive purchases of skin whitening products. This study aims to determine the relationship between body image and fear of missing out on impulsive purchases of skin whitening products in early adult women. The study used a quantitative correlational method with female subjects aged 18-25 years who purchased skin whitening products. The sampling technique used non-probability sampling with a non-proportional quota sampling type. Data analysis used multiple linear regression techniques assisted by JASP software version 0.95.4.0 for Windows. The results showed that the major hypothesis was accepted, meaning there was a significant relationship between body image and FoMo on impulsive purchases of skin whitening products. Partially, body image did not have a significant effect on impulsive buying, while FoMo had a significant positive relationship on impulsive buying. The coefficient of determination analysis also showed that impulsive purchases of skin whitening products in early adult women were explained by body image and FoMo variables as much as 43.5%.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 22107010115 Farida Nuraini Beru Peranginangin
HUBUNGAN BODY IMAGE DAN FEAR OF MISSING OUT (FOMO) TERHADAP PEMBELIAN IMPULSIF PRODUK KECANTIKAN PEMUTIH KULIT PADA PEREMPUAN DEWASA AWAL (Text)
HUBUNGAN BODY IMAGE DAN FEAR OF MISSING OUT (FOMO) TERHADAP PEMBELIAN IMPULSIF PRODUK KECANTIKAN PEMUTIH KULIT PADA PEREMPUAN DEWASA AWAL (Other)
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