Peran Hedonic Shopping Motivation Dalam Memediasi Pengaruh Fear of Missing Out (Fomo) Terhadap Impulse Buying (Studi Kasus Pada Generasi Z Pengguna Social Commerce Tiktok di Kota Gorontalo)
DOI:
https://doi.org/10.31933/emjm.v4i4.1540Keywords:
FoMO (Fear of Missing Out), Hedonic Shopping Motivation, Impulse Buying, Generasi Z, Social Commerce TikTokAbstract
Penelitian ini bertujuan 1) untuk mengetahui pengaruh FoMO terhadap Impulse Buying, 2) untuk mengetahui pengaruh FoMO terhadap hedonic shopping motivation, 3) untuk mengetahui pengaruh hedonic shopping motivation terhadap impulse buying, 4) untuk mengetahui pengaruh FoMO terhadap impulse buying melalui hedonic shopping motivation. Jenis penelitian ini menggunakan jenis penelitian kuantitatif. Sampel dalam penelitian ini berjumlah 100 responden dengan menggunakan teknik pengambilan sampel purposive sampling. Berdasarkan hasil penelitian dan analisis data menunjukkan 1) FoMO berpengaruh positif dan signifikan terhadap impulse buying sebesar (52.960 > 1,96), 2) FoMO berpengaruh positif dan signifikan terhadap hedonic shopping motivation sebesar (4.441 > 1,96), 3) hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulse buying sebesar (3.123 > 1,96), 4) FoMO berpengaruh positif dan signifikan terhadap impulse buying melalui hedonic shopping motivation sebesar (3.128 > 1,96). koefisien determinasi FoMO dan Impulse Buying pada nilai R-square sebesar 0,830, maka dapat dijelaskan bahwa pengaruh FoMO dan impulse buying sebesar 83%. sedangkan, FoMO, impulse buying, dan hedonic shopping motivation pada nilai R-square sebesar 0,813, maka dapat dijelaskan bahwa pengaruh FoMO dan impulse buying terhadap hedonic shopping motivation sebesar 81%.
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