Pengaruh Fear of Missing Out (FOMO) dan Shopping Lifestyle terhadap Impulse Buying Pengguna TikTok Shop Generasi Z di Kabupaten Tangerang

The Influence of Fear of Missing Out (FOMO) and Shopping Lifestyle on Impulse Buying of Generation Z TikTok Shop Users in Tangerang Regency

Abstract

The growth of social commerce platforms such as TikTok Shop has significantly transformed consumer shopping behavior, particularly by encouraging Impulse Buying among Generation Z, a demographic known for high social media engagement. This study aims to examine the effect of Fear of Missing Out (FOMO) and Shopping Lifestyle on Impulse Buying among Generation Z users of TikTok Shop in Tangerang Regency, both partially and simultaneously. A quantitative approach with a causal associative design was applied, involving 97 respondents selected through purposive sampling, with the sample size determined using the Cochran formula. Data were analyzed through data quality tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing (t-test, F-test, and coefficient of determination) using SPSS Statistics 25. The findings reveal that FOMO has a positive and significant effect on Impulse Buying (t = 5.322; sig = 0.000), while Shopping Lifestyle also exerts a positive and significant influence (t = 4.412; sig = 0.000). Simultaneously, both variables significantly affect Impulse Buying, accounting for 58.3% of the variance (R² = 0.583). These results confirm that Fear of Missing Out and a shopping-oriented lifestyle are key determinants of unplanned purchasing behavior in the social commerce environment, offering practical insights for marketers in designing engagement strategies on platforms like TikTok Shop.