PERAN MEDIASI FEAR OF MISSING OUT (FOMO) PADA PENGARUH TWIN DATE DAN SHOPPING LIFESTYLE TERHADAP IMPULSIVE BUYING GENERASI Z PENGGUNA SHOPEE DI KOTA PALU
DOI:
10.54443/morfai.v6i2.4994Published:
2026-01-17Downloads
Abstract
Penelitian ini Menganalisis Pengaruh Twin Date Dan Shopping Lifestyle Terhadap Impulsive Buying dengan Fear of Missing Out (Fomo) berperan sebagai variabel mediasi pada generasi Z pengguna shopee di kota Palu Pendekatan penelitian menggunakan metode kuantitatif dengan analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) terhadap 100 responden yang memmenuhi kriteria Generasi Z (lahir 1997-2012) yang telah bertransaksi minimal dua kali di Shopee dan tinggal di Kota Palu. Hasil penelitian menunjukkan bahwa baik Twin Date maupun Shopping Lifestyle mempunyai pengaruh positif dan signifikan terhadap Fear of Missing Out (Fomo) serta Impulsive Buying . Selain itu, dengan memediasi Fear of Missing Out (Fomo) secara parsial komplementer kedua jalur. Temuan ini menandakan strategi promosi Twin Date dan gaya hidup belanja memperkuat dorongan emosional konsumen, sehingga Platform e-commerce seperti Shopee dapat memanfaatkannya untuk meningkatkan penjualan spontan pada Generasi Z.
Keywords:
Tanggal kembar Shopping Lifestyle Fear of Missing Out (Fomo) Impulsive Buying.References
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