ANALISIS HUBUNGAN KEKUATAN USER GENERATED CONTENT DAN FEAR OF MISSING OUT TERHADAP PERILAKU PEMBELIAN PRODUK APPLE IPHONE DI JAKARTA SELATAN

OHOIWIRIN, THERESIA SAMANTHA IRIANTI (2025) ANALISIS HUBUNGAN KEKUATAN USER GENERATED CONTENT DAN FEAR OF MISSING OUT TERHADAP PERILAKU PEMBELIAN PRODUK APPLE IPHONE DI JAKARTA SELATAN. S1 thesis, UNIVERSITAS KRISTEN INDONESIA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis kekuatan hubungan User Generated Content dan Fear Of Missing Out terhadap Perilaku Pembelian pada pengguna Apple iPhone di Jakarta Selatan. Penelitian ini menggunakan metode kuantitatif dengan purposive sampling sebagai teknik pengumpulan data, hasil dari kuesioner yang disebarkan kepada 85 responden selanjutnya menjadi data primer. Pengujian yang dilakukan berupa uji validitas, uji reliabilitas, uji korelasi rank spearman, uji hipotesis parsial, dan uji hipotesis simultan. Hasil dari uji korelasi rank spearman menunjukkan bahwa korelasi User Generated Content terhadap perilaku pembelian adalah sebesar 0,529 dimana berada pada interval 0,40 – 0,599 dengan arah hubungan positif dan kekuatan hubungan yang cukup, sedangkan korelasi Fear Of Missing Out terhadap perilaku pembelian sebesar 0,728 dimana berada pada interval 0,60 – 0,799 dengan arah hubungan positif dan kekuatan hubungan yang kuat. Hasil dari uji hipotesis parsial User Generated Content terhadap perilaku pembelian sebesar 5.765 dengan nilai sig. 0,001<0,05 maka dapat dinyatakan bahwa H0 ditolak dan Ha diterima. Sedangkan uji hipotesis parsial Fear OF Missing Out terhadap perilaku pembelian sebesar 8,338 dengan nilai sig. 0,001<0,05 maka dapat dinyatakan bahwa H0 ditolak dan Ha diterima. Pada hasil uji simultan antara User Generated Content dan Fear Of Missing Out terhadap perilaku pembelian menunjukkan bahwa nilai F hitung sebesar 81,451 dengan nilai sig. 0,001<0,05 maka dapat dinyatakan bahwa H0 ditolak dan Ha diterima. Sehingga dapat disimpulkan bahwa terdapat arah hubungan positif dan signifikan dengan kekuatan hubungan yang cukup antara User Generated Content terhadap perilaku pembelian dan terdapat arah hubungan yang positif dan signifikan dengan kekuatan hubungan yang kuat antara Fear Of Missing Out terhadap perilaku pembelian. Serta User Generated Content dan Fear Of Missing Out secara bersama – sama memiliki arah hubungan positif dan signifikan yang dapat mempengaruhi perilaku pembelian Apple iPhone di Jakarta Selatan. Kata Kunci : User Generated Content, Fear Of Missing Out, Perilaku Pembelian / ABSTRACT This research objective is to analyze the relationship between User Generated Content and Fear Of Missing Out on Purchase Behavior among Apple iPhone users in South Jakarta. The study employs a quantitative method with purposive sampling and primary data collected from 85 respondents via questionnaires. The research conducted various tests including validity, reliability, Spearman rank correlation, partial hypothesis, and simultaneous hypothesis tests. The Spearman rank correlation test results show that the correlation between User Generated Content and purchase behavior is 0.529, indicating a moderate positive relationship. Meanwhile, the correlation between Faer Of Missing Out and purchase behavior is 0.728, indicating a strong positive relationship. The partial hypothesis test results show that User Generated Content has a value of 5.765 with a signification value of 0.001<0.05, indicating that H0 is rejected and Ha is accepted. Similarly, Fear Of Missing Out has a value of 8.338 with a signification value of 0.001<0.05, also indicating that H0 is rejected and Ha is accepted. The simultaneous hypothesis test results show that the calculated F value is 81.451 with a sig. value of 0.001<0.05, indicating that H0 is rejected and Ha is accepted. The conclusions drawn from this study are that there is a moderate positive and significant relationship between User Generated Content and purchase behavior, and a strong positive and significant relationship between Fear Of Missing Out and purchase behavior. Correspondingly, both of User Geberated Content and Fear Of Missing Out together have a positive and significant influence on the purchase behavior of Apple iPhone users in South Jakarta. Keywords : User Generated Content, Fear Of Missing Out, Purchase Behavior

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