Pengaruh Fear of Missing Out (Fomo) dan Influencer Marketing terhadap Perilaku Konsumtif Generasi Z pada Produk Pashmina Lozy Hijab di Tiktok Shop di Kota Bandung

https://doi.org/10.70451/cakrawala.v3i2.763

Authors

  • Angelina Margaretha Gunawan Universitas Wanita Internasional
  • Umi Narimawati Universitas Wanita Internasional

Keywords:

Fear of Missing Out (FOMO), Influencer Marketing, Perilaku Konsumtif, Generasi Z, TikTok Shop

Abstract

Penelitian ini bertujuan untuk menguji pengaruh Fear of Missing Out (FOMO) dan Influencer Marketing terhadap Perilaku Konsumtif Generasi Z pada Produk Pashmina Lozy Hijab di TikTok Shop Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 95 responden yang dipilih melalui teknik non-probability sampling dengan purposive sampling. Analisis data dilakukan menggunakan uji asumsi klasik, regresi linier berganda, uji t, uji F, serta koefisien determinasi (R²). Hasil penelitian menunjukkan bahwa secara parsial Fear of Missing Out (FOMO) tidak berpengaruh signifikan terhadap perilaku konsumtif, sedangkan Influencer Marketing berpengaruh positif dan signifikan. Secara simultan, kedua variabel berpengaruh terhadap Perilaku Konsumtif dengan nilai R² sebesar 0,279 (27,9%), yang berarti model mampu menjelaskan 27,9% variasi Perilaku Konsumtif, sementara 72,1% sisanya dipengaruhi oleh faktor lain di luar model penelitian. Penelitian ini memberikan kontribusi teoretis dalam pengembangan kajian perilaku konsumen pada konteks perdagangan digital serta kontribusi praktis bagi pelaku usaha dalam merancang strategi pemasaran berbasis influencer yang lebih efektif untuk menjangkau Generasi Z.

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Published

2026-06-07

How to Cite

Gunawan, A. M., & Narimawati, U. (2026). Pengaruh Fear of Missing Out (Fomo) dan Influencer Marketing terhadap Perilaku Konsumtif Generasi Z pada Produk Pashmina Lozy Hijab di Tiktok Shop di Kota Bandung. Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis, 3(2), 128–135. https://doi.org/10.70451/cakrawala.v3i2.763

Issue

Vol. 3 No. 2 (2026): Cakrawala: Jurnal Ekonomi, Manajemen dan Bisnis

Section

Articles

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