Peran Fear of Missing Out (FoMO) dalam Memprediksi Pembelian Impulsif pada Konsumen Blind Box Generasi Z
Keywords:
Fear of Missing Out (FoMO), Pembelian Impulsif, Generasi Z, Blind Box, Media SosialAbstract
Penelitian ini bertujuan untuk menguji hubungan antara Fear of Missing Out (FoMO) dan pembelian impulsif pada konsumen produk blind box Generasi Z. Penelitian ini menggunakan desain kuantitatif korelasional dengan sampel sebanyak 103 responden berusia 15-30 tahun di Kota Bekasi yang dipilih menggunakan purposive sampling. Data dikumpulkan melalui kuesioner yang disebarkan secara daring dan luring. Analisis dilakukan menggunakan korelasi Spearman karena data tidak berdistribudi normal. Hasil penelitian menunjukkan adanya hubungan positif yang signifikan dan sangat kuat anatara FoMO dan pembelian impulsif (p = 0,827, p<.001). Temuan deskriptif menunjukkan bahwa FoMO dan pembelian impulsif yang lebih tinggi ditemukan pada responden berusia 21-25 tahun, perempuan, dan mereka yang memiliki paparan media sosial yang tinggi. Temuan ini menunjukkan bahwa FoMO memainkan peran penting dalam membentuk perilaku pembelian impulsif pada Generasi Z, khususnya dalam konteks konsumsi digital dan tren viral seperti blind box. Penelitian ini menyoroti pentingnya mempertimbangkan faktor psikologis dalam memahami perilaku konsumen di era digital.
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