PENGARUH PENGGUNAAN PAYLATER DAN FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSE BUYING PADA GENERASI Z PENGGUNA TIKTOK SHOP DI KOTA SEMARANG
DOI:
https://doi.org/10.69714/xqvy2x57Keywords:
Paylater, Fear of Missing Out (FOMO), Impulse Buying, Generasi Z, Tiktok ShopAbstract
This study aims to analyze the effect of paylater usage and Fear of Missing Out (FOMO) on impulse buying among Generation Z users of TikTok Shop in Semarang. This research applied a quantitative approach involving 120 respondents selected through purposive sampling based on predetermined criteria. Data were collected using an online questionnaire with a Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics. The results indicate that paylater usage has a positive and significant partial effect on impulse buying behavior. Similarly, FOMO also has a positive and significant effect, with a more dominant influence compared to paylater usage. Simultaneously, both variables have a positive and significantly affect impulse buying and contribute 35.3% to the variation in impulse buying behavior. These findings highlight the importance of improving digital financial literacy among Generation Z to reduce consumptive behavior driven by the convenience of paylater services and psychosocial pressure caused by FOMO in social commerce.
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