Hedonisme, FOMO, dan Impulse Buying di TikTok

The rise of TikTok as a social media platform has significantly influenced consumer behavior, particularly among Generation Z. One emerging pattern resulting from this influence is impulse buying. This study aims to examine the effect of hedonic shopping motivation and Fear of Missing Out (FOMO) on impulse buying behavior toward Erigo products promoted on TikTok. A quantitative approach was employed, using a survey method with questionnaires distributed to 150 Generation Z respondents in Bandung who have seen or purchased Erigo products via TikTok. Data analysis was conducted using multiple linear regression with the assistance of SPSS version 27. The results indicate that both hedonic shopping motivation and FOMO have a positive and significant impact on impulse buying, both partially and simultaneously. These findings suggest that emotional and socially driven marketing content on TikTok can effectively stimulate unplanned purchases among young consumers who are highly responsive to trends and social pressure. Abstrak. TikTok sebagai platform media sosial telah mengubah cara konsumen, khususnya Generasi Z, dalam berbelanja secara online. Salah satu perilaku yang meningkat akibat penggunaan TikTok adalah pembelian impulsif. Penelitian ini bertujuan untuk mengetahui pengaruh motivasi belanja hedonis dan Fear of Missing Out (FOMO) terhadap impulse buyingpada produk Erigo yang dipasarkan di TikTok. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik survei melalui kuesioner terhadap 150 responden Generasi Z di Kota Bandung. Analisis data dilakukan dengan regresi linier berganda menggunakan SPSS versi 27. Hasil penelitian menunjukkan bahwa secara parsial dan simultan, hedonic shopping motivation dan FOMO berpengaruh positif dan signifikan terhadap impulse buying. Penelitian ini memberikan implikasi bahwa strategi pemasaran yang mengedepankan aspek emosional dan sosial di TikTok efektif untuk mendorong pembelian impulsif.