Fomo, Impulsive Buying, dan Perilaku Konsumtif Gen Z
Abstract
Unplanned purchase decisions triggered by the fear of missing out on fashion is an actual phenomenon that takes place massively among young people. This study aims to explore the influence of FoMO on Gen Z's consumptive behavior. FoMO is defined as the fear of missing out on a pleasurable experience, which can drive individuals to engage in buying viral products to avoid feeling left behind or isolated from popular trends. Through a qualitative approach with a descriptive analysis method, the results of this study's analysis show that FoMO has a significant influence on Gen Z's consumptive behavior as an important entity of viral product buyers on social media. The government has considered Gen Z (through the growth of the e-commerce and marketplace) as an important entity in supporting marketers and entrepreneurs to utilize FoMO as an important variable that influences Gen Z's impulse purchase decisions. For this reason, a more in-depth study of the relationship between FoMO and Gen Z's consumptive behavior can be an entry point to increase the effectiveness of viral product marketing in the current digital era.
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