Impulsif di Era Digital: Attitude sebagai Mediasi Pengaruh FoMO dan Hedonisme terhadap Impulse Buying
Authors
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Rio Ahmad Firmansyah
Universitas Islam Negeri Maulana Malik Ibrahim
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Nur Laili Fikriah
Universitas Islam Negeri Maulana Malik Ibrahim
Abstract
Perkembangan era digital telah mengubah pola konsumsi masyarakat, termasuk integrasi aktivitas belanja dengan media sosial. TikTok telah berkembang menjadi platform tempat konsumen dan penjual dapat berkomunikasi satu sama lain melalui fitur TikTok Shop. Studi ini bertujuan guna menganalisis pengaruh Fear of Missing Out (FoMO) dan hedonisme terhadap impulse buying pada konsumen generasi Z Jiniso.id di TikTok Shop, dengan sikap (attitude) sebagai variabel mediasi. Penelitian menggunakan metode kuantitatif deskriptif dengan kuesioner yang dibagikan kepada 149 partisipan Analisis data dilakukan menggunakan SmartPLS 4 dengan pendekatan PLS-SEM. Hasil menunjukkan bahwa FoMO dan hedonisme berpengaruh signifikan terhadap impulse buying dan sikap. Namun, sikap tidak secaralangsung memengaruhi impulse buying dan tidak dapat mengatasi hubungan antara FoMO maupun hedonisme dengan impulse buying. Temuan ini memperkaya pemahaman tentang perilaku pembelian impulsif di platform digital.
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