PENGARUH CONTENT QUALITY, SOCIAL MEDIA ENGAGEMENT, DAN FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSIVE BUYING PADA PRODUK FASHION DI TIKTOK SHOP PADA GENERASI Z DI JAKARTA

MAULANA YUSUF WIARTO, . (2026) PENGARUH CONTENT QUALITY, SOCIAL MEDIA ENGAGEMENT, DAN FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSIVE BUYING PADA PRODUK FASHION DI TIKTOK SHOP PADA GENERASI Z DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB 1.pdf Download (781kB)
	Text BAB 2.pdf Restricted to Registered users only Download (342kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (614kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (980kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (213kB) | Request a copy
	Text Daftar Pustaka.pdf Download (337kB)
	Text Lampiran.pdf Restricted to Registered users only Download (3MB) | Request a copy

Abstract

Perkembangan social commerce melalui TikTok Shop telah mendorong perubahan perilaku belanja Generasi Z, khususnya dalam pembelian produk fashion secara impulsif. Penelitian ini bertujuan untuk menganalisis pengaruh Content Quality,Social Media Engagement, dan Fear of Missing Out (FOMO) terhadap Impulsive Buying produk fashion di TikTok Shop pada Generasi Z di Jakarta. Pendekatan penelitian yang digunakan adalah kuantitatif dengan metode survei. Pengumpulan data dilakukan melalui penyebaran kuesioner secara daring kepada 150 responden yang merupakan Generasi Z di DKI Jakarta dan pernah melakukan pembelian produk fashion melalui TikTok Shop. Teknik pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling, serta menggunakan instrumen pengukuran skala Likert genap 6 poin guna mengeliminasi bias respons netral. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis regresi linear berganda dengan bantuan perangkat lunak IBM SPSS Statistics 27. Hasil penelitian menunjukkan bahwa Content Quality berpengaruh positif dan signifikan terhadap Impulsive Buying (t hitung = 3,726 > t tabel = 1,976; Sig. < 0,001), Social Media Engagement tidak berpengaruh signifikan terhadap Impulsive Buying (t hitung = 1,226 < t tabel = 1,976; Sig. = 0,222), dan Fear of Missing Out (FOMO) berpengaruh positif dan signifikan terhadap Impulsive Buying (t hitung = 7,111 > t tabel = 1,976; Sig. < 0,001). Ketiga variabel independen secara simultan mampu menjelaskan 40,4% variasi Impulsive Buying (R² = 0,404; Adjusted R² = 0,392), sedangkan 59,6% sisanya dijelaskan oleh faktor lain di luar model penelitian. Implikasi praktis penelitian ini menunjukkan bahwa pelaku usaha fashion di TikTok Shop perlu memprioritaskan penyajian konten yang berkualitas, informatif, dan menarik, serta membangun keterlibatan konsumen melalui media sosial guna menciptakan pengalaman berbelanja yang mampu meningkatkan kecenderungan pembelian impulsif secara etis. ***** The rapid growth of social commerce through TikTok Shop has transformed Generation Z's shopping behavior, particularly in encouraging impulsive purchases of fashion products. This study aims to examine the effect of Content Quality, Social Media Engagement, and Fear of Missing Out (FOMO) on Impulsive Buying of fashion products on TikTok Shop among Generation Z in Jakarta. This study employed a quantitative approach using a survey method. Data were collected through online questionnaires distributed to 150 respondents who were members of Generation Z in Jakarta and had purchased fashion products through TikTok Shop. The sampling technique used non- probability sampling with a purposive sampling method, while the measurement instrument employed an even-numbered six-point Likert scale to eliminate neutral response bias. The data were analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 29. The results indicate that Content Quality has a positive and significant effect on Impulsive Buying (t-value = 3.726 > t-table = 1.976; p < 0.001), whereas Social Media Engagement has no significant effect on Impulsive Buying (t-value = 1.226 < t-table = 1.976; p = 0.222). Meanwhile, Fear of Missing Out (FOMO) has a positive and significant effect on Impulsive Buying (t-value = 7.111 > t-table = 1.976; p < 0.001). Collectively, the three independent variables explain 40.4% of the variance in Impulsive Buying (R² = 0.404; Adjusted R² = 0.392), while the remaining 59.6% is explained by other factors outside the research model. The practical implication of this study suggests that fashion businesses on TikTok Shop should prioritize the development of high-quality, informative, and engaging content while strengthening consumer engagement through social media to create a shopping experience that ethically encourages impulsive buying behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Corry Yohana, M.M.; 2). Ivan Putranto, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Maulana Yusuf Wiarto .
Date Deposited:	18 Aug 2026 08:38
Last Modified:	18 Aug 2026 08:38
URI:	http://repository.unj.ac.id/id/eprint/71801

Actions (login required)

View Item