PENGARUH SOCIAL MEDIA USE DAN PERCEIVED SCARCITY TERHADAP IMPULSIVE BUYING PRODUK BLIND BOX POP MART PADA GENERASI Z DI JAKARTA DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI

ANATHALIA ARSHANTI BADARUDIN, . (2026) PENGARUH SOCIAL MEDIA USE DAN PERCEIVED SCARCITY TERHADAP IMPULSIVE BUYING PRODUK BLIND BOX POP MART PADA GENERASI Z DI JAKARTA DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Social Media Use dan Perceived Scarcity terhadap Impulsive Buying pada produk blind box Pop Mart di kalangan Generasi Z di Jakarta, dengan Fear of Missing Out (FOMO) sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 160 responden Generasi Z berusia 14–29 tahun yang berdomisili di Jakarta, aktif menggunakan media sosial, serta pernah melakukan pembelian impulsif produk blind box Pop Mart, yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Social Media Use berpengaruh positif dan signifikan terhadap Fear of Missing Out serta Impulsive Buying. Perceived Scarcity juga terbukti berpengaruh positif dan signifikan terhadap Fear of Missing Out dan Impulsive Buying, meskipun dengan kontribusi yang relatif lebih kecil dibandingkan Social Media Use. Fear of Missing Out berpengaruh positif dan signifikan terhadap Impulsive Buying, dengan kontribusi pengaruh langsung terbesar dibandingkan variabel lainnya dalam model. Selain itu, Fear of Missing Out terbukti berperan sebagai variabel mediasi parsial dalam hubungan antara Social Media Use maupun Perceived Scarcity terhadap Impulsive Buying. Temuan ini menegaskan bahwa kombinasi antara stimulus digital berupa penggunaan media sosial dan persepsi kelangkaan produk membentuk kondisi psikologis FOMO yang mendorong perilaku pembelian impulsif pada Generasi Z, sejalan dengan kerangka Stimulus-Organism-Response (Mehrabian & Russell, 1974). Penelitian ini memberikan kontribusi teoritis bagi pengembangan kajian perilaku konsumen pada produk koleksi digital-native, serta implikasi praktis bagi Pop Mart dalam merancang strategi pemasaran berbasis media sosial dan pengelolaan persepsi kelangkaan produk. ***** This study aims to analyze the influence of Social Media Use and Perceived Scarcity on Impulsive Buying of Pop Mart blind box products among Generation Z in Jakarta, with Fear of Missing Out (FOMO) as a mediating variable. This research applies a quantitative approach using a survey method involving 160 Generation Z respondents aged 14–29 years, domiciled in Jakarta, actively using social media, and having previously made impulsive purchases of Pop Mart blind box products, selected through purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results show that Social Media Use has a positive and significant effect on both Fear of Missing Out and Impulsive Buying. Perceived Scarcity is also proven to have a positive and significant effect on Fear of Missing Out and Impulsive Buying, although with a relatively smaller contribution compared to Social Media Use. Fear of Missing Out has a positive and significant effect on Impulsive Buying, showing the largest direct-effect contribution among all variables in the model. Furthermore, Fear of Missing Out is proven to act as a partial mediating variable in the relationship between Social Media Use and Perceived Scarcity toward Impulsive Buying. These findings confirm that the combination of digital stimuli, in the form of social media use, and product scarcity perception, shapes the psychological condition of FOMO that drives impulsive buying behavior among Generation Z, consistent with the Stimulus-Organism-Response framework (Mehrabian & Russell, 1974). This research contributes theoretically to the development of consumer behavior studies on digital-native collectible products, as well as practical implications for Pop Mart in designing social-media-based marketing strategies and managing product scarcity perception.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dita Puruwita, M.Si, Ph.D.; 2) Bagus Kharismawan, S.Si., M.A.B.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Anathalia Arshanti Badarudin .
Date Deposited:	14 Aug 2026 06:58
Last Modified:	14 Aug 2026 06:58
URI:	http://repository.unj.ac.id/id/eprint/71146

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