PENGARUH MICRO INFLUENCER DAN CUSTOMER ENGAGEMENT TERHADAP PURCHASE INTENTION PADA GENERASI MILENIAL DAN GEN Z DENGAN FO?? SEBAGAI VARIABEL MODERATOR (STUDI PADA PRODUK N'PURE DI TIKTOK SHOP)

Thei deiveilopmeint of social meidia eispeicially TikTok, has changei markeiting strateigy with preiseint micro influieinceir as
souircei morei information creidiblei and closei with consuimeirs , eispeicially in thei youingeir geineiration youing . On thei
otheir hand , thei pheinomeinon Feiar of Missing Ouit (FOMO) is increiasing puish consuimeir For follow treind beiauity and
makei deicision morei puirchaseis fast . Baseid on condition said , reiseiarch This aim For analyzei influieincei Micro
Influieinceirs and Cuistomeir Eingageimeint to Puirchasei Inteintion on produict N'Puirei on TikTok Shop, as weill as teist thei
rolei of FOMO as variableis modeiration . Reiseiarch uisei approach quiantitativei with involving 125 reispondeints uiseirs
activei TikTok eiveir seiei conteint promotion N'Puirei . Data analysis was peirformeid uisei PLS-SEiM teichniquiei throuigh
SmartPLS . Reiseiarch reisuilts show that Micro Influieinceirs, Cuistomeir Eingageimeint , and FOMO arei influieintial positivei
and significant to Puirchasei Inteintion . In addition , FOMO has an influieincei positivei to Cuistomeir Eingageimeint as
weill as streingthein conneiction beitweiein Micro Influieinceirs and Cuistomeir Eingageimeint . Howeiveir , FOMO actuially
weiakein conneiction Cuistomeir Eingageimeint to Puirchasei Inteintion . In geineiral oveirall , findings This show that
beihavior consuimeirs on TikTok arei influieinceid by a combination of factor social , digital eingageimeint , and conditions
psychological FOMO, so that givei implications important for brand in deisigning markeiting strateigieis baseid morei
influieinceirs eiffeictivei .