Peran Hedonic Shopping Values dalam Memediasi Live Shopping Tiktok dan FOMO (Fear of Missing Out) Terhadap Impulse Buying Produk Fashion Gen Z di Kota Tangerang Selatan

Authors

  • Erlita Kuniawaty Universitas Pamulang
  • Nani Nani Universita Pamulang
  • Rosa Lesmana Universitas Pamulang

DOI:

https://doi.org/10.32493/frkm.v9i2.59061

Keywords:

Hedonic Shopping Values; Impulse Buying; Live Shopping TikTok

Abstract

Penelitian ini bertujuan untuk menganalisis peran Hedonic Shopping Values (HSV) dalam memediasi Live Shopping TikTok dan Fear of Missing Out (FOMO) terhadap Impulse Buying produk fashion pada Generasi Z di Tangerang Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 200 responden Generasi Z yang berdomisili di Tangerang Selatan dan pernah melakukan pembelian produk fashion melalui live shopping TikTok. Analisis data dilakukan menggunakan SEM smartPLS. Hasil penelitian menunjukkan bahwa Live Shopping TikTok dan FOMO berpengaruh positif dan signifikan terhadap Hedonic Shopping Values dan Hedonic Shopping Values berpengaruh positif dan signifikan terhadap Impulse Buying. Uji mediasi menunjukkan bahwa Hedonic Shopping Values memediasi secara parsial pengaruh Live Shopping TikTok dan FOMO terhadap Impulse Buying. Hasil penelitian ini menegaskan bahwa aspek emosional dan kesenangan berbelanja merupakan faktor dominan utama yang mendorong perilaku pembelian impulsif Generasi Z dalam konteks live shopping.

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Published

2026-03-01

Issue

Vol. 9 No. 2 (2026): JIMF (Jurnal Ilmiah Manajemen Forkamma)

Section

Articles

License

Open Access

JIMF (Jurnal Ilmiah Manajemen Forkamma) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.

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