Generation Z Behavior: The Impact of Hedonic Shopping Motivation and Fear of Missing Out (FoMO) on Impulse Buying

Arianti Waruwu; Edwin Zusrony

doi:10.55606/jaemb.v5i3.8238

Authors

Arianti Waruwu Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0003-3424-4839
Edwin Zusrony Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283

DOI:

https://doi.org/10.55606/jaemb.v5i3.8238

Keywords:

FoMO, Generation Z, Hedonic Shopping Motivation, Impulse Buying, E-Commerce

Abstract

This study explores how Hedonic Shopping Motivation and FoMO drive Impulse Buying in Gen Z. To achieve this, a quantitative approach was applied. Primary data was collected through a structured online questionnaire using a 5-point Likert scale. Participants were defined as all users aged 18-25 from Semarang Regency registered on Tokopedia or Shopee. A non-random purposive sampling technique determined eligibility, leading to a final participant pool of 60 respondents. Data were analyzed using multiple linear regression and processed with SmartPLS version 4.1.1.2. The findings revealed that Hedonic Shopping Motivation did not show a significant and positive effect on Impulse Buying, while FoMO exerted a meaningful influence on the study's impulse buying metrics. However, collectively, Hedonic Motivation and FoMO exerted a positive and significant influence when considered together or simultaneously. The results offer actionable insights for Gen Z consumers by clarifying how shopping enjoyment and, to a lesser extent, fear of missing out collectively shape impulse buying behavior across e-commerce platforms, effectively identifying the key drivers influencing the endogenous constructs evaluated.

References

[1] N. L. P. E. Mertaningrum, I. G. A. K. Giantari, N. W. Ekawati, and P. Y. Setiawan, “Perilaku Belanja Impulsif Secara Online,” J. Ilmu Sos. dan Hum., vol. 12, no. 3, pp. 605–616, 2023, doi: 10.23887/jish.v12i3.70463.

[2] G. Firellsya, A. S. Kembau, D. Y. Bernanda, and L. Christin, “Tren Belanja Online Wanita Gen-Z: Eksplorasi Faktor-Faktor di Balik Dominasi Wanita Gen-Z pada Platform Shopee Menggunakan Model UTAUT2,” J. Inform. Ekon. Bisnis, pp. 184–196, 2024, doi: 10.37034/infeb.v6i1.826.

[3] V. S. Salma, “Riset IPSOS: Shopee Jadi E-commerce Paling Direkomendasikan Konsumen,” www.antaranews.com. Accessed: Feb. 04, 2025. [Online]. Available: https://www.antaranews.com/berita/4164993/riset-ipsos-shopee-jadi-e-commerce-paling-direkomendasikan-konsumen

[4] C. T. Widiastuti, N. Universari, and I. N. Setiawan, “Analisis Gaya Hidup Sebagai Variabel Mediasi Pada Perilaku Konsumtif Belanja Online,” Solusi, vol. 21, no. 4, p. 366, 2023, doi: 10.26623/slsi.v21i4.7497.

[5] P. Peni, N. Suarna, and W. Prihartono, “Analisis Sentimen Generasi Z Terhadap Pengetahuan Tentang Kehidupan Gay Menggunakan Algoritma Naïve Bayes,” JATI (Jurnal Mhs. Tek. Inform., vol. 8, no. 3, pp. 2901–2907, 2024, doi: 10.36040/jati.v8i3.9579.

[6] M. Oktaviani, M. Oktaria, R. Alexandro, E. Eriawaty, and R. Rahman, “Pengaruh Literasi Keuangan terhadap Perilaku Konsumtif Generasi Z pada Mahasiswa,” J. Ilm. Ilmu Sos., vol. 9, no. 2, pp. 136–145, 2023, doi: 10.23887/jiis.v9i2.68587.

[7] S. N. Kurnia and O. Mardiawan, “Hubungan Antara Employee Engagement dan Perilaku Cyberloafing pada Karyawan Generasi Y dan Z,” J. Ris. Psikol., pp. 109–116, 2023, doi: 10.29313/jrp.v3i2.2753.

[8] L. Fitriyani, “Literasi Finansial di Kalangan Generasi Z dalam Berbelanja Online di Masa Pandemi Covid-19,” J. Din. Sos. Budaya, vol. 25, no. 1, p. 311, 2023, doi: 10.26623/jdsb.v25i1.4480.

[9] V. Pratama, A. A. Nugroho, and M. Yusnita, “Pengaruh hedonic shopping motives dan social media product browsing terhadap online impulse buying produk fashion pada Gen-Z di Pangkalpinang,” SINOMIKA J. Publ. Ilm. Bid. Ekon. dan Akunt., vol. 1, no. 5, pp. 1057–1074, 2023.

[10] I. N. Nurtanio, R. Bursan, D. Wiryawan, and I. Listiana, “Influence of Shopping Lifestyle and Hedonic Shopping Motivation on Impulse Buying in Bukalapak E-Commerce (Study on Bukalapak Consumers in Bandar Lampung),” Tak. Iqtishodiyyah (Jurnal Pemikirann Ekon. Syariah), vol. 2, no. 2, pp. 1–28, 2022, [Online]. Available: http://ejournal.stisdulamtim.ac.id/index.php/JTI

[11] D. N. Susanti and A. P. Sari, “Pengaruh Hedonic Shopping Motivation terhadap Impulse Buying melalui Shopping Lifestyle dan Fashion Involvement,” J. Ekon. Dan Tek. Inform., vol. 9, no. 2, pp. 62–69, 2021.

[12] D. Alt, “Students’ Wellbeing, Fear of Missing Out, and Social Media Engagement for Leisure in Higher Education Learning Environments,” Curr. Psychol., vol. 37, pp. 128–138, 2018.

[13] L. Luca, S. L. Burlea, A.-C. Chirosca, I. M. Marin, A. B. Ciubara, and A. Ciubara, “The FOMO Syndrome and The Perception of Personal Needs in Contemporary Society,” BRAIN. Broad Res. Artif. Intell. Neurosci., vol. 11, no. 1Sup1, pp. 38–46, 2020.

[14] A. K. Przybylski, K. Murayama, C. R. DeHaan, and V. Gladwell, “Motivational, Emotional, and Behavioral Correlates of Fear of Missing Out,” Comput. Human Behav., vol. 29, no. 4, pp. 1841–1848, 2013.

[15] S. S. Wachyuni, S. Namira, R. D. Respati, and S. Teviningrum, “Fenomena Fear Out Missing Out (Fomo) Terhadap Keputusan Pembelian Restoran Viral Karen’S Diner Jakarta,” J. Bisnis Hosp., vol. 13, no. 1, pp. 89–101, 2024, doi: 10.52352/jbh.v13i1.1382.

[16] P. A. Maulan, I. Permana, J. Wicaksono, E. Zusrony, and A. B. Santoso, “Perilaku Impulsive Buying: Implementasi Pendekatan Technology Acceptance Model Pada Keputusan Pembelian E-commerce,” J. Inform. Ekon. Bisnis, pp. 448–452, 2024.

[17] S. I. P. Lestari, “Pengaruh Price Discount dan Bonus Pack terhadap Impulse Buying melalui Nilai Hedonik di Carrefour Surakarta,” J. Maksipreneur Manajemen, Koperasi, dan Entrep., vol. 7, no. 2, p. 129, 2018, doi: 10.30588/jmp.v7i2.362.

[18] M. Mulyadi, “Penelitian Kuantitatif dan Kualitatif Serta Pemikiran Dasar Menggabungkannya,” J. Stud. Komun. dan media, vol. 15, no. 1, pp. 128–137, 2011.

[19] T. Widodo and A. Setyawan, “Pengaruh Kualitas Produk, Harga, Promosi Dan Distribusi Terhadap Kepuasan Konsumen Umkm Olahan Singkong Dan Ubi ‘Yaska 57’ Tingkir Salatiga,” Among Makarti, vol. 16, no. 1, 2023.

[20] D. L. Trenggonowati and K. Kulsum, “Analisis faktor optimalisasi golden age anak usia dini studi kasus di kota cilegon,” J. Ind. Serv., vol. 4, no. 1, 2018.

[21] A. A. G. Alfa, D. Rachmatin, and F. Agustina, “Analisis Pengaruh Faktor Keputusan Konsumen Dengan Structural Equation Modeling Partial Least Square,” J. EurekaMatika, vol. 5, no. 2, pp. 59–71, 2017.

[22] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” Eur. Bus. Rev., vol. 31, no. 1, pp. 2–24, 2019, doi: 10.1108/EBR-11-2018-0203.

[23] U. Sekaran and R. Bougie, Metode Penelitian Untuk Bisnis. Dalam Metode penelitian Untuk Bisnis, Edisi 6. Jakarta: Salemba Empat, 2017.

[24] J. F. Hair, G. T. M. Hult, C. M. Ringle, and M. Sarstedt, “A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks,” 2017, Ca: Sage.

[25] M. Sarstedt, C. M. Ringle, and J. F. Hair, “Partial Least Squares Structural Equation Modeling,” in Handbook of Market Research, Springer, 2021, pp. 587–632. doi: 10.1007/978-3-319-57413-4_15.

[26] L. S. Purnamasari, B. Somantri, and V. Agustiani, “Pengaruh Shopping Lifestyle Dan Hedonic Shopping Motivation Terhadap Impulse Buying Pada Shopee.co.id,” CAKRAWALA, vol. 4, no. 1, pp. 36–48, 2021.

[27] K. Nurudin, Y. Mahfudz, B. Efendi, and E. C. Nurhayati, “Pengaruh Price Discount, Hedonic Shopping Motivation, Merchandising, dan Store Atmosphere Terhadap Impulse Buying (Studi pada Konsumen NU Mart Ngadisono di Kabupaten Wonosobo),” J. Akuntansi, Manaj. Perbank. Syariah, vol. 1, no. 1, pp. 71–77, 2021.

[28] D. F. Wahyuni and I. Rachmawati, “Hedonic Shopping Motivation Terhadap Impulse Buying,” J. Ris. Bisnis Dan Manaj., vol. 11, no. 2, pp. 59–65, 2018.

[29] Y. R. Ratnaningsih and A. El Halidy, “Pengaruh FoMO, Kesenangan Berbelanja dan Motivasi Belanja Hedonis Terhadap Keputusan Pembelian Tidak Terencana di E-Commerce Shopee Pada Waktu Harbolnas,” J. Ekon. dan Bisnis, vol. 11, no. 3, pp. 1–11, 2022.

[30] S. R. Soleha and J. Sagir, “Pengaruh Fear of Missing Out (FoMO), Shopping Enjoymen, dan Hedonic Shopping Motivation Terhadap Impulse Buying di E-Commerce Shopee Pada Waktu Flash Sale,” ALEXANDRIA (Journal Econ. Business, Entrep., vol. 5, no. SpecialIssue, pp. 34–38, 2024, doi: 10.29303/alexandria.v5iSpecialIssue.604.