PURWANTI, MAHARANI EKA (2026) PENGARUH BRAND AMBASSADOR, FEAR OF MISSING OUT (FOMO) DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE FAST BEAUTY GLAD2GLOW (Studi kasus Gen Z Jakarta Selatan). Undergraduate thesis, Universitas Satya Negara Indonesia.

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Abstract

This study aims to analyze the influence of Brand Ambassador, Fear of Missing Out (FOMO), and Product Quality on Purchase Decisions of Glad2Glow fast beauty skincare among Generation Z in South Jakarta. The rapid growth of the skincare industry in Indonesia, particularly within the fast beauty segment, has encouraged companies to adopt innovative marketing strategies that align with the characteristics of young consumers. Generation Z is known for its high level of social media engagement, strong responsiveness to trends, and susceptibility to promotional activities involving public figures and psychological phenomena such as FOMO. This research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to 132 Generation Z respondents in South Jakarta who have used Glad2Glow skincare products. The data analysis techniques include descriptive statistics, validity and reliability tests, classical assumption tests, and multiple linear regression analysis. Hypothesis testing was conducted using the F-test to examine simultaneous effects and the t-test to determine the partial effects of each independent variable on purchase decisions. The results indicate that Brand Ambassador, Fear of Missing Out (FOMO), and Product Quality simultaneously have a significant effect on the purchase decisions of Glad2Glow fast beauty skincare. Partially, Brand Ambassador and Product Quality show a positive and significant influence on purchase decisions, while Fear of Missing Out (FOMO) also has a significant impact in encouraging consumer purchasing behavior. These findings suggest that the combination of celebrity endorsement strategies, psychological triggers, and high product quality plays an important role in shaping Generation Z’s purchasing decisions. This study is expected to contribute both theoretically and practically as a reference for future research and as a consideration for companies in formulating effective marketing strategies in the fast beauty skincare industry.

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