The influence of discounts and fear of missing out (FOMO) on the consumptive behavior of Generation Z towards ready to wear clothing products on Shopee: A study in the city of Bandung
DOI:
https://doi.org/10.37195/jtebr.v6i2.242Keywords:
Perilaku Konsumtif, Generasi Z, Didkon, Fear of Missing Out (FOMO), ShopeeAbstract
Penelitian ini berfokus pada peningkatan perilaku pembelian pakaian online Generasi Z, khususnya di Shopee. Diskon dan FOMO dapat memicu pembelian tergesa-gesa. Kedua faktor ini secara terpisah dan bersamaan memengaruhi pelanggan Generasi Z di Kota Bandung yang membeli pakaian melalui Shopee. Penelitian ini mencoba mengurangi dampaknya. Metode yang digunakan adalah kuantitatif dengan teknik purposive sampling, melibatkan 400 responden yang sesuai dengan kriteria. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk mengevaluasi hubungan antar variabel yang dikumpulkan melalui kuesioner online. Hasilnya menunjukkan bahwa diskon berpengaruh positif dan signifikan terhadap perilaku pelanggan, dengan nilai t-statistik 5,093 dan nilai p 0,000. FOMO juga menunjukkan pengaruh substansial terhadap perilaku konsumtif, dengan t-statistik 4,767 dan nilai p 0,000. Secara simultan, diskon dan FOMO berkontribusi terhadap 70,2% variabilitas perilaku konsumtif Generasi Z (R² = 0,702). Temuan ini menegaskan bahwa strategi pemasaran berupa diskon serta tekanan sosial dan psikologis dari FOMO efektif dalam mendorong pembelian impulsif. Kesadaran akan literasi keuangan menjadi landasan penting dalam membentuk perilaku konsumtif yang lebih terkendali dan terarah, terutama di kalangan Generasi Z.
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