PENGARUH FEAR OF MISSING OUT (FOMO), FLASH SALE, DAN INFLUENCER MARKETING TERHADAP PERILAKU IMPULSIVE BUYING GENERASI Z (Studi Pada E-commerce TikTok Shop)

SYAH, SINDY ALDANIA (2026) PENGARUH FEAR OF MISSING OUT (FOMO), FLASH SALE, DAN INFLUENCER MARKETING TERHADAP PERILAKU IMPULSIVE BUYING GENERASI Z (Studi Pada E-commerce TikTok Shop). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The dynamics of social media and digital technology have shifted consumer preferences, particularly among Generation Z as the dominant users of the TikTok platform. The presence of TikTok Shop, which integrates entertainment and transactions (shoppertainment), has been proven to trigger spontaneous purchasing behavior. This study aims to analyze the contribution of Fear of Missing Out (FoMO), Flash Sale, and Influencer Marketing to the Impulsive Buying behavior of Generation Z TikTok Shop users in DKI Jakarta. A quantitative approach with a causal research design was employed in this study. The sample consisted of 181 respondents selected using a purposive sampling method, with the criteria of being members of Generation Z, residing in DKI Jakarta, active TikTok users, and having made transactions on TikTok Shop within the last six months. Data were analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4. The results indicate that Fear of Missing Out (FoMO) and Flash Sale have a positive and significant effect on Impulsive Buying, with Flash Sale emerging as the most dominant variable. Meanwhile, Influencer Marketing has a positive but insignificant effect on Impulsive Buying. These findings are expected to contribute academically to the development of consumer behavior theory in the context of digital marketing, as well as provide practical references for businesses in formulating promotional strategies on social commerce platforms Keywords: Fear of Missing Out (FoMO), Flash Sale, Influencer Marketing, Impulsive Buying, Generation Z, TikTok Shop. Dinamika media sosial dan teknologi digital turut menggeser preferensi konsumtif masyarakat, khususnya Gen Z sebagai pengguna dominan platform TikTok. Kehadiran TikTok Shop yang menyatukan hiburan dan transaksi (shoppertainment) terbukti memicu kecenderungan transaksi spontan. Penelitian ini berfokus menganalisis kontribusi variabel FoMO, Flash Sale, serta Influencer Marketing terhadap Impulsive Buying Generasi Z pengguna TikTok Shop di wilayah DKI Jakarta. Pendekatan kuantitatif dengan desain kausal diaplikasikan dalam penelitian ini. Pengambilan sampel mencakup 181 responden yang ditentukan melalui metode purposive sampling, dengan kriteria mencakup Generasi Z, bertempat tinggal di DKI Jakarta, pengguna aktif TikTok, serta memiliki riwayat bertransaksi di TikTok Shop dalam kurun waktu 6 bulan terakhir. Analisis data menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Fear of Missing Out (FoMO) dan Flash Sale berpengaruh positif dan signifikan terhadap Impulsive Buying, dengan Flash Sale sebagai variabel paling dominan. Sementara itu, Influencer Marketing berpengaruh positif namun tidak signifikan. Hasil penelitian ini diharapkan memberi sumbangsih akademis bagi pengembangan teori consumer behavior pada ranah digital marketing, sekaligus menjadi rujukan praktis bagi para pebisnis dalam memformulasi promotional strategy pada platform social commerce. Kata kunci: Fear of Missing Out (FoMO), Flash Sale, Influencer Marketing, Impulsive Buying, Generasi Z, TikTok Shop.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43122110139
Uncontrolled Keywords: Fear of Missing Out (FoMO), Flash Sale, Influencer Marketing, Impulsive Buying, Generasi Z, TikTok Shop.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis > 152.5 Psychological urges/Dorongan psikologis
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 17 Sep 2026 03:04
Last Modified: 17 Sep 2026 03:04
URI: http://repository.mercubuana.ac.id/id/eprint/103944

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