Pengaruh Fear of Missing Out, Brand Image, dan Discount Voucher terhadap Impulse Buying Konsumen Gen-Z pada Platform E-Commerce Shopee di Kecamatan Cigombong, Kabupaten Bogor
DOI:
https://doi.org/10.55606/jekombis.v4i4.5494Keywords:
Brand Image, Discount Voucher, Fear of Missing Out, Impulse Buying, ShopeeAbstract
This study aims to determine the influence of Fear of Missing Out (FOMO), Brand Image, and Discount Vouchers on Impulse Buying in Generation Z consumers who use the Shopee e-commerce platform in Cigombong District, Bogor Regency. The data source used in this study is primary data by distributing questionnaires, the population in this study is Generation Z consumers (born between 1997 and 2012) who actively use the Shopee e-commerce platform and are domiciled in Cigombong District, Bogor Regency. The selection of Gen-Z is based on their characteristics of being highly responsive to digital influence, promotions, and social trends. The phenomenon of Impulse Buying is increasingly relevant in the digital era, especially among Gen-Z who are heavily influenced by social media and online promotions. The study focuses on Shopee as one of the largest e-commerce platforms in Indonesia, given West Java's dominance in the e-commerce market share and Gen-Z's tendency towards impulse purchases. The sampling technique used non-probability sampling, the method used, namely purposive sampling with the lemeshow formula and obtained the minimum number of samples needed was 96 respondents, which was successfully fulfilled in this study. The analysis tool used is SPSS 27 software. The results of the study show that Fear of Missing Out, Brand Image, and Discount Voucher significantly have a positive effect on the Impulse Buying of Gen-Z consumers on the Shopee e-commerce platform in Cigombong District, Bogor Regency. Specifically, FoMO encourages impulse purchases due to the fear of missing out on trends, strong Brand Image increases spontaneous buying interest, and Discount Vouchers trigger immediate purchase decisions. The combined contribution of these three variables to Impulse Buying suggests that these factors are the main drivers of impulse buying behavior among Gen-Z Shopee users.
Downloads
References
Aaker, D. A., & Biel, A. L. (2013). Brand equity and advertising: Advertising's role in building strong brands. Psychology Press. https://doi.org/10.4324/9781315799537
Adfioni, T., & Sari, A. Y. (2025). Pengaruh FoMO terhadap impulsive buying Gen Z Kota Padang pada produk Elformula dengan brand passion sebagai pemediasi. Management Studies and Entrepreneurship Journal, 6(2), 1038–1048.
Amanda, L., Yanuar, F., & Devianto, D. (2019). Uji validitas dan reliabilitas tingkat partisipasi politik masyarakat Kota Padang. Jurnal Matematika UNAND, 8(1). https://doi.org/10.25077/jmu.8.1.179-188.2019
Artana, I. P. W., Wisesa, I. G. S., Setiawan, I. K., Utami, N. L. P. M. P., Yasa, N. N. K., & Jatra, M. (2019). Pengaruh store atmosphere, display product, dan price discount terhadap impulse buying (Studi kasus pada Indomaret di Kota Denpasar). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 8(4). https://doi.org/10.24843/EEB.2019.v08.i04.p03
Chandra, J. A., & Sarudin, R. (2025). Analisis pengaruh brand image dan kesesuaian harga terhadap minat beli paket tur di Dwidaya Tour Supermal Karawaci Kabupaten Tangerang. SENTRI: Jurnal Riset Ilmiah, 4(7), 397–407. https://doi.org/10.55681/sentri.v4i7.4317
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. https://doi.org/10.21776/ub.jam.2025.023.1.08
Fadhilah, N. N. H., Isyanto, P., & Sumarni, N. (2024). Pengaruh shopping lifestyle dan discount terhadap impulsive buying produk fashion di marketplace Shopee pada Gen Z di Kabupaten Karawang. Management Studies and Entrepreneurship Journal, 6(3).
Irdiana, S., Darmawan, K., & Ariyono, K. Y. (2021). Impulse buying di masa pandemi Covid-19. Conference on Economic and Business Innovation (CEBI), 1(1). https://doi.org/10.47492/eamal.v1i2.576
Isneniah, D., Nuryani, R., & Lindasari, S. W. (2024). Correlational study: Self-esteem and fear of missing out (FoMO) in emerging adulthood. Holistik Jurnal Kesehatan, 18(2). https://doi.org/10.33024/hjk.v18i2.264
Kholida, A., & Puspita Rini, G. (2025). Exploring Gen Z consumers' impulse buying behaviour on e-commerce: An SDL perspective. Economics and Business Solutions Journal, 9(1), 65–80. https://doi.org/10.26623/ebsj.v9i1.11865
Lim, C., Genoviene, F., Riyanto, B., & Abdillah, F. (2025). Fenomena fear of missing out (FoMO) terhadap keputusan pembelian Donut of Curiosity. Destinesia: Jurnal Hospitaliti dan Pariwisata, 6(1).
Pandiangan, K., Masiyono, M., & Dwi Atmogo, Y. (2021). Faktor-faktor yang mempengaruhi brand equity: Brand trust, brand image, perceived quality, & brand loyalty. Jurnal Ilmu Manajemen Terapan, 2(4). https://doi.org/10.31933/jimt.v2i4.459
Septiani, A. (2023). Pengaruh brand image dan e-service quality terhadap customer satisfaction Bukalapak (Studi kasus pada pelanggan Bukalapak) [Skripsi, Universitas Islam Negeri Syarif Hidayatullah Jakarta]. Repositori UIN Syarif Hidayatullah Jakarta.
Tumanggor, J. N. J., Sembiring, R., & Saragih, H. (2025). Pengaruh harga, promosi dan voucher diskon terhadap keputusan pembelian pada aplikasi ShopeeFood. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(2). https://doi.org/10.31004/riggs.v4i2.839
Utomo, S. A. T., Lutfi, L., & Damarwulan, L. M. (2025). Meningkatkan impulse buying melalui positive emotion: Studi pada Aky Boutique di Kabupaten Tangerang. As-Syirkah: Islamic Economic & Financial Journal, 4(1). https://doi.org/10.56672/syirkah.v4i1.396
Wale, N. B., & Situmorang, T. P. (2023). Analisis impulsive buying pada belanja online (Studi pada konsumen online shop Waingapu Blessing). Innovative: Journal of Social Science Research, 3(3).
Wijianto, H. S., Djunaidi, & Rahmadi, A. N. (2024). The influence of flash sales and free shipping on Shopee on impulsive buying among Gen Z in Nganjuk Regency. JEM17: Jurnal Ekonomi Manajemen, 9(2). https://doi.org/10.30996/jem17.v9i2.10899
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Penelitian Ekonomi Manajemen dan Bisnis
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
