PENGARUH FEAR OF MISSING OUT (FOMO), VIRAL MARKETING, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SEPEDA LISTRIK DI PONOROGO

Junika, Bella (2025) PENGARUH FEAR OF MISSING OUT (FOMO), VIRAL MARKETING, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SEPEDA LISTRIK DI PONOROGO. S1 thesis, Universitas Muhammadiyah Ponorogo.

	Text (SURAT PERNYATAAN UNGGAH KARYA ILMIAH) SURAT PERNYATAAN UNGGAH KARYA ILMIAH BELLA.pdf Download (132kB)
	Text (HALAMAN DEPAN) HALAMAN DEPAN.pdf Download (1MB)
	Text (BAB I) BAB I .pdf Download (186kB)
	Text (BAB II) BAB II.pdf Restricted to Repository staff only Download (445kB) | Request a copy
	Text (BAB III) BAB III .pdf Restricted to Repository staff only Download (339kB) | Request a copy
	Text (BAB IV) BAB IV.pdf Restricted to Repository staff only Download (814kB) | Request a copy
	Text (BAB V) BAB V.pdf Restricted to Repository staff only Download (170kB) | Request a copy
	Text (DAFTAR PUSTAKA) DAFTAR PUSTAKA.pdf Download (185kB)
	Text (LAMPIRAN) LAMPIRAN.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text (SKRIPSI FULL TEXT) SKRIPSI FULL PDF BELLA JUNIKA.pdf Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

This study examines the influence of psychological factors and digital marketing, namely Fear of Missing Out (FOMO), Viral Marketing, and E-WOM, on the decision to purchase electric bicycles in Ponorogo. The main objective of this study is to determine the extent to which these three variables influence consumer purchasing interest in the region. The methodology used is a survey with data collection through questionnaires distributed to electric bicycle users in Ponorogo, then analyzed using SPSS with a quantitative approach and Likert Scale. The sampling method uses the technique: Accidental Sampling. If the population size is not known with certainty, then the number of samples is obtained and the Hair formula and obtains a sample of 70 respondents. Research data collection uses a questionnaire in the form of a Google Form. The results of the study indicate that Fear of Missing Out (FOMO), Viral Marketing, and E-WOM simultaneously have a significant influence on the decision to purchase electric bicycles. These findings provide benefits for producers and marketers in designing more effective marketing strategies by utilizing psychological and digital factors as the main drivers of public purchasing interest. This research is expected to be a reference and benchmark in developing electric bicycle marketing in Indonesia, especially in the city of Ponorogo.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Fear of Missing Out (FOMO), Viral Marketing, E-WOM, keputusan pembelian, sepeda listrik
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Economic
Depositing User:	Bella Junika
Date Deposited:	31 Jul 2025 02:29
Last Modified:	05 Nov 2025 08:24
URI:	https://eprints.umpo.ac.id/id/eprint/16734

Actions (login required)

View Item