Laksono, Reza Tri (2026) Pengaruh Fear Of Missing Out (FOMO), Online Customer Review dan Potongan Harga terhadap perilaku pembelian impulsif konsumen Generasi Z pada TikTok Shop. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to examine the effect of fear of Missing Out (FOMO), Online Customer Reviews, and Price Discounts on the impulsive buying behavior of Generation Z consumers on TikTok Shop. The rapid growth of social commerce has encouraged consumers, especially Generation Z, to make faster and more emotionally driven purchasing decisions. This research employs a quantitative casual approach with a sample of 154 respondents aged 18-25 who have shopped on TikTok Shop. The sampling technique used was pusposive sampling, and data were collected through online questionnaires. Data analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM). The result indicate that FOMO, Online Customer Reviews, and Price Discounts have a positive and significant effect on impulsive buying behavior. These findings support the Stimulus-Organism-Response (S-O-R) theory,where marketing stimuli influence psychological response tha leqad to spontaneous purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | REZA TRI LAKSONO |
| Date Deposited: | 27 Apr 2026 02:37 |
| Last Modified: | 27 Apr 2026 02:37 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14241 |
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