Pengaruh Fear Of Missing Out Dan Hedonic Shopping Motivation Terhadap Post-Purchase Dissonance Dengan Impulse Buying Pada Generasi Z Pengguna Tiktok Shop
DOI:
https://doi.org/10.59024/jise.v4i3.1820Keywords:
Fear of Missing Out, Hedonic Shopping Motivatio,; Impulse Buying, Post-Purchase Dissonance, Generation Z.Abstract
Penelitian ini dilatarbelakangi oleh pesatnya perkembangan social commerce pada platform TikTok Shop, yang mendorong perubahan perilaku konsumsi Generasi Z menjadi lebih impulsif dan berpotensi menimbulkan Post-Purchase Dissonanace. Penelitian ini bertujuan menganalisis pengaruh Fear of Missing Out dan Hedonic Shopping Motivation terhadap Post-Purchase Dissonance dengan Impulse Buying sebagai variabel mediasi. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O-R) dengan metode penelitian menggunakan pendekatan kuantitatif melalui survei kuesioner pada Generasi Z pengguna TikTok Shop di Indonesia dengan teknik purposive sampling dan analisis SEM-PLS. Hasil menunjukkan bahwa seluruh variabel positif signifikan serta Impulse Buying mmemediasi hubungan antar variabel. Temuan ini menegaskan bahwa dorongan emosional dapat meningkatkan pembelian impulsif yang berujung pada penyesalan pasca pembelian.
References
Agustina, D. (2017). Fitur social commerce dalam website e-commerce di Indonesia. Jurnal informatika mulawarman, 12(1), 25-29.
Amory, J. D. S., & Mudo, M. (2025). Transformasi ekonomi digital dan evolusi pola konsumsi: Tinjauan literatur tentang perubahan perilaku belanja di era internet. Jurnal Minfo Polgan, 14(1), 28-37.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic Shopping Motivations. Journal of Retailing, 79(2), 77–95.
Charles, C. E., & Immanuel, D. M. (2025). FOMO, materialism and the Gen Z shopping behavior: The impact on online Impulse Buying and post-purchase regret (with a gender perspective). Jurnal aplikasi manajemen, 23(1), 134-157.
Good, M. C., & Hyman, M. R. (2021). Direct and indirect effects of fear‐of‐missing‐out appeals on purchase likelihood. Journal of Consumer Behaviour, 20(3), 564-576.
GoodStats. (2024). 10 negara dengan pengguna TikTok terbesar, Indonesia urutan berapa? https://data.goodstats.id/statistic/10-negara-dengan-pengguna-TikTok-terbesar-indonesia-urutan-berapa-xFOgI
HELDA, W. L., MAHIR, P., & ARRY, W. (2025). The Influence of Scarcity Message and Hedonic Shopping Motivation on Impulse Buying Through Perceived Enjoyment and its Impact on Post-Purchase Dissonance at Shopee Live. INTERNATIONAL JOURNAL, 4(2), 315-330.
Iswenda, B. A. (2025). Indonesia menjadi negara dengan GMV TikTok Shop terbesar kedua di dunia. GoodStats. https://goodstats.id/article/indonesia-menjadi-negara-dengan-gmv-TikTok-shop-terbesar-kedua-di-dunia-ul0hi
Lazim, N. A. M., Sulaiman, Z., Zakuan, N., Mas’od, A., Chin, T. A., & Awang, S. R. (2020, March). Measuring post-purchase regret and Impulse Buying in online shopping experience from cognitive dissonance theory perspective. In 2020 6th International Conference on Information Management (ICIM) (pp. 7-13). IEEE.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Ozen, H., & Engizek, N. (2014). Shopping online without thinking: being emotional or rational?. Asia pacific journal of marketing and logistics, 26(1), 78-93.
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in human behavior, 29(4), 1841-1848.
Rahmawati, L. (2024). Fenomena dan perilaku belanja online melalui TikTok Shop pada Generasi Z perspektif konsumsi Islam. Jurnal Ilmiah Ekonomi Islam, 10(2), 1796-1806.
Rook, D. W., & Fisher, R. J. (1995). Normative influences on impulsive buying behavior. Journal of consumer research, 22(3), 305-313.
Salsabila, N. (2024). FOMO, materialism, and post-purchase regret through Impulse Buying. Journal of Consumer Studies.
Statista. (2025). Reasons for regret after purchasing on TikTok Shop in the United States. https://www.statista.com/statistics/1609693/main-regrets-of-consumers-buying-from-TikTok-shop-us/
Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology & Marketing, 17(5), 369–385.
Verplanken, B., Herabadi, A. G., Perry, J. A., & Silvera, D. H. (2005). Consumer style and health: The role of impulsive buying in unhealthy eating. Psychology & Health, 20(4), 429-441.
Wahyunintyas, R. (2026). Impulse Buying in the TikTok Shop Era: A Literature Review on the Role of Positive Emotions, Live Streaming, and Price Discounts. Ilomata International Journal of Social Science, 7(3).
Wang, J., & Shahzad, F. (2024). Deciphering social commerce: A quantitative meta-analysis measuring the social, technological, and motivational dimensions of consumer purchase intentions. SAGE Open, 14(2), 1–22. https://doi.org/10.1177/21582440241257591
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JURNAL EKONOMI BISNIS DAN MANAJEMEN
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
