Peran Sosial Media, Fomo (Fear of Missing Out) dan Hedonisme Terhadap Impulsive Buying Pada Industri Fast Fashion

Shafa'un Nada Padmaningrum, Anton Agus Setyawan

Abstract


Penelitian ini bertujuan untuk menganalisis peran sosial media, Fear of Missing Out (FOMO), dan hedonisme terhadap impulsive buying pada Generasi Z di industri fast fashion. Penelitian menggunakan pendekatan kuantitatif berbasis positivisme dengan data primer yang diperoleh melalui kuesioner berskala Likert. Sampel penelitian adalah Generasi Z di Kota Surakarta yang memenuhi kriteria tertentu, dengan teknik analisis menggunakan PLS-SEM melalui SmartPLS. Hasil penelitian menunjukkan bahwa sosial media dan FOMO berpengaruh positif dan signifikan terhadap impulsive buying. Selain itu, hedonisme terbukti berperan sebagai variabel mediasi yang memperkuat pengaruh sosial media dan FOMO terhadap impulsive buying. Temuan ini mengindikasikan bahwa tingginya paparan sosial media dan rasa takut tertinggal tren mendorong peningkatan perilaku konsumtif yang bersifat impulsif, terutama melalui orientasi hedonis sebagai bentuk pencarian kesenangan.

Keywords


FOMO, hedonisme, impulsive buying, sosial media, Generasi Z

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DOI: https://doi.org/10.17509/ijdb.v5i4.99883

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