Hubungan Peer Conformity terhadap Impulse Buying dengan Fear of Missing Out (FoMO) Sebagai Variabel Mediasi pada Gen Z Pengguna Paylater di Indonesia
DOI:
https://doi.org/10.24127/gdn.v16i2.16396Keywords:
peer conformity, FoMO, Impulse Buying, paylater, Generasi ZAbstract
Penelitian ini bertujuan untuk menguji pengaruh peer conformity terhadap impulse buying dengan Fear of Missing Out (FoMO) sebagai variabel mediasi pada Generasi Z pengguna layanan paylater di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional dan melibatkan 167 responden yang diperoleh melalui teknik purposive sampling. Data dikumpulkan menggunakan skala Likert dan dianalisis menggunakan uji regresi linear dan analisis mediasi. Hasil penelitian menunjukkan bahwa peer conformity berpengaruh positif dan signifikan terhadap FoMO (β = 0,488; p < 0,01) serta terhadap impulse buying (β = 0,337; p < 0,01). Selain itu, FoMO juga berpengaruh positif dan signifikan terhadap impulse buying (β = 0,223; p < 0,01). Hasil uji mediasi menunjukkan bahwa FoMO berperan sebagai variabel mediasi parsial dalam hubungan antara peer conformity dan impulse buying, dengan pengaruh total sebesar β = 0,446 (p < 0,01). Temuan ini menunjukkan bahwa impulse buying pada Gen Z tidak hanya dipengaruhi secara langsung oleh tekanan sosial, tetapi juga melalui proses penilaian kognitif yang memunculkan FoMO sebagai respons emosional perantara. Penelitian ini memberikan kontribusi dalam kajian psikologi konsumen serta implikasi praktis terkait pengelolaan perilaku konsumtif di era digital.
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