Pengaruh FOMO dan E-WOM terhadap Pembelian Impulsif Produk The Originote di Shopee (Studi pada Gen-Z Kota Bandung)
DOI:
https://doi.org/10.55606/jempper.v5i1.5958Keywords:
E-WOM, FoMO, Gen-Z, Impulsive Buying, E-WOM; FoMO; Gen-Z, Impulsive Buying; ShopeeAbstract
The tendency for impulse buying in Indonesia’s beauty sector is rising, prompting this study to explore the effects of Fear of Missing Out (FoMO) and Electronic Word of Mouth (E-WOM) on impulsive purchases of The Originote products on Shopee among Gen-Z in Bandung. Using a quantitative method, 135 Gen-Z participants aged 18-28, active Shopee users who had bought The Originote products, were surveyed through questionnaires distributed in strategic locations in Bandung. Data analysis using multiple linear regression via SPSS revealed that FoMO significantly influences impulsive buying, with a score of 11.420 and significance <0.001. In contrast, E-WOM showed no significant partial effect, with a score of -0.147 and significance 0.883 (>0.05). However, combined FoMO and E-WOM factors significantly affected impulsive buying (F = 81.405, p < 0.001) with an R² of 0.552, indicating these variables explain 55.2% of impulsive buying behavior, while other factors contribute to the rest.
References
Agustina, T., Liputo, M. A., & Putra, I. (2024). Pengaruh FOMO, Sales Promotion dan E-WOM Terhadap Impulsive Buying Pada Pengguna Situs Online Shop. Journal On Teacher Education (JOTE), 6(1).
Anisa, D. K., & Marlena, N. (2022). Pengaruh User Generated Content Dan E-Wom Pada Aplikasi Tik-Tok Terhadap Purchase Intention Produk Fashion. Jurnal Sinar Manajemen, 9(2). https://doi.org/10.56338/jsm.v9i2.2610
Aslıhan, K., Özbük, R. M. Y., Ünal, D. A., Dirlik, O., & Akar, N. (2024). Unpacking Sustainable Packaging Through the Stimulus-Organism-Response Model: A Systematic Literature Review. SAGE Open (Vol. 14, Issue 4). SAGE Publications Inc. https://doi.org/10.1177/21582440241302320
Cahyani, N. K. S., Agung, A. A. P., & Teja, I. G. N. A. G. E. (2025). PENGARUH BEAUTY INFLUENCER, ONLINE CUSTOMER REVIEW DAN FEAR of MISSING OUT (FoMO) TERHADAP IMPULSE BUYING PRODUK SOMETHINC PADA APLIKASI TIKTOK SHOP (Studi Pada Pengguna Tiktok Shop di Kota Denpasar). VALUES, 6(1).
Christy, C. C. (2022). FoMo di media sosial dan e-WoM : pertimbangan berbelanja daring pada marketplace. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 6(1), 331-357. https://doi.org/10.25139/jsk.v6i1.3742
Compas. (2023). Bedah Data Brand Viral: The Originote & Oatside dalam Markplus Conference 2024. Retrieved from compas.co.id: https://compas.co.id/article/data-brand-the-originote-oatside-di-ecommerce/
Djafarova, E., & Bowes, T. (2021). 'Instagram made Me buy it': Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59. https://doi.org/10.1016/j.jretconser.2020.102345
GoodStats. (2025, August 18). Daftar E-commerce Paling Sering Diakses 2025, Shopee Masih Juara. Retrieved from goodstats.id: https://goodstats.id/article/e-commerce-paling-sering-diakses-2025-shopee-masih-juara-wyZqk
Guiness, V., & Marpaung, N. (2025). Pengaruh Customer Rating, Live Streaming Selling, dan Customer Review terhadap Impulsive Buying Pembelian Skincare The Originote pada E-Commerce Shopee (Studi pada Mahasiswi PTN di Kota Medan). Jurnal Pengabdian Masyarakat Dan Riset Pendidikan, 4(1), 5608-5614. https://doi.org/10.31004/jerkin.v4i1.2678
Hasim, M., & Lestari, R. B. (2022). Pengaruh Potongan Harga, Motivasi Belanja Hedonis, E-WOM Dan Gaya Hidup Berbelanja Terhadap Impulse Buying Di Tokopedia.
Katadata. (2024, March 4). Transaksi Shopee, Tiktok Dkk di RI Rp534 T, Ini Daftar Produk Terlaris. Retrieved from katadata.co.id: https://katadata.co.id/digital/e-commerce/65e55c945b49e/transaksi-shopee-tiktok-dkk-di-ri-rp543-t-ini-daftar-produk-terlaris
Kompas. (2023, July 14). Simak Tren Belanja 'Online' di 'E-commerce' Usai Pandemi Covid-19. Retrieved from Kompas.com: https://money.kompas.com/read/2023/07/14/060000926/-simak-tren-belanja-online-di-e-commerce-usai-pandemi-covid-19?page=all
Lazuardi, K. Z., & Usman, O. (2025). The Influence of FOMO Marketing and eWOM on Impulsive Buying Behavior of Gen Z through Perceived Value: Insights from TikTok Users in Indonesia. https://doi.org/https://doi.org/10.21009/ISC-BEAM.013.165
Muharam, G. M., Sulistiya, D., Sari, N., Fahmy, Z., & Zikrinawati, K. (2023). Pengaruh Fear of Missing Out (FoMO) dan Konformitas Teman Sebaya Terhadap Impulsive Buying Pada Mahasiswa Kota Semarang (Studi Pada Konsumen TikTok Shop). 1(8), 2985-3877. https://doi.org/10.58330/ese.v1i8.277
Mukmin, S. F., Irwanto, T., & Abi, Y. I. (2025). The Influence Of Electronic Word Of Mouth (E-Wom) On Impulse Buying Behaviour For Nuface Products On The Tiktok Platform (Case Study Of Feb-Unived Students) Pengaruh Electronic Word Of Mouth (E-Wom) Terhadap Perilaku Pembelian Impulsif Produk Nuface Pada Platform Tiktok (Studi Kasus Mahasiswa Feb-Unived). Journal of Management, Economic, and Accounting, 1(2), 77-90. https://doi.org/10.70963/jmea.v1i2
Nuraini, L. S., & Praswati, A. N. (2024). PENGARUH E-WOM, CUSTOMER RATING, DAN DISCOUNT PRODUCT TERHADAP IMPULSE BUYING PADA GENERASI Z DI KOTA SOLO (STUDI KASUS PENGGUNA TIKTOK SHOP). Jurnal Manajemen Dirgantara, 17. https://doi.org/https://doi.org/10.56521/manajemen-dirgantara.v17i1.1149
Pamungkas, A. S., & Vania, A. (2024). Pengaruh E-Wom Dan Perilaku Fomo Terhadap Impulsif Buying (Studi Kasus Pada Produk Iphone Kalangan Mahasiswa Kota Malang). 2, 12. https://journal.institercom-edu.org/index.php/multiple
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841-1848. https://doi.org/10.1016/j.chb.2013.02.014
Puspita, A., & Afwa, A. (2023). THE INFLUENCE OF E-WOM AND PRICE DISCOUNT ON IMPULSE BUYING AT E-COMMERCE USERS IN PEKANBARU (Case Study Pekanbaru Student). https://doi.org/10.32812/jibeka.v17i3.1938
Rahayu, R. R., Syahbudin, F., & Fitri, A. (2025). Pengaruh E-WoM dan Perilaku FoMO pada Keputusan Pembelian Impulsif Produk Fesyen di Shopee (Studi kasus Anggota KASEI Jabodetabek). GREAT: Jurnal Manajemen Dan Bisnis Islam, 2(1), 23-33. https://doi.org/10.61111/great.v2i1.847
Rahmadhani, E., & Oktarisa, F. (2025). Pengaruh FOMO dan E-WOM Terhadap Perilaku Impulive Buying pada Generasi Z yang Bekerja. Jejak Digital: Jurnal Ilmiah Multidisiplin, 1(5).
Riadi, M. T., & Septiani, M. (2025). Pengaruh Discount, Live Shopping dan Fear Of Missing Out Terhadap Impulse Buying Gen Z di Bandar Lampung Pada E-Commerce Shopee. JAMBURA ECONOMIC EDUCATION JOURNAL, 7(4). https://ejurnal.ung.ac.id/index.php/jej/index, https://doi.org/10.37479/jeej.v7i4.31329
Sisiplus. (2024, January 31). Gen Z Disebut Cenderung Impulsif Belanja Skincare. Retrieved from sisiplus.katadata.co.id: https://sisiplus.katadata.co.id/berita/gaya-hidup/815/gen-z-disebut-cenderung-impulsif-belanja-skincare
Soleha, S. R., & Sagir, H. J. (2024a). Pengaruh Fear Of Missing Out (FOMO) dan Hedonic Shopping Motivation Terhadap Impulse Buying di E-Commerce (Studi Pada Generasi Z Lombok). https://doi.org/10.29303/alexandria.v5iSpecialIssue.604
Sugiyono. (2024). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV Alfabeta.
Sun, G., Han, X., Wang, H., Li, J., & Wang, W. (2021). The Influence of Face Loss on Impulse Buying: An Experimental Study. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.700664
Tondang, K. J., & Dwita, V. (2025). THE EFFECT OF FEAR OF MISSING OUT (FOMO) AND VIRAL MARKETING ON IMPULSIVE BUYING IN TIKTOK SHOP ON GENERATION Z IN PADANG CITY WITH BRAND PASSION MEDIATION PENGARUH FEAR OF MISSING OUT(FOMO) DAN VIRAL MARKETING TERHADAP IMPULSIVE BUYING DI TIKTOK SHOP PADA GENERASI Z DI KOTA PADANG DENGAN BRAND PASSION MEDIASI. 8(4).
Vidayat, S. R. F., & Arkansyah, M. (2023). Pengaruh Live Streaming Shopping dan E-WOM terhadap Perilaku Impulsive Buying Konsumen Online Akun TikTok @jiniso.id. Jurnal Pewarta Indonesia, 5(1), 52-67. https://doi.org/10.25008/jpi.v5i1.128
Widodo, M. S. (2024). PENGARUH FOMO DAN SALES PROMOTION TERHADAP IMPULSE BUYING DENGAN GENDER SEBAGAI VARIABEL MODERASI. Jurnal Bisnis Terapan, 8(1), 36-44. https://doi.org/10.24123/jbt.v8i1.6395
Wulandari, T. A., Insan, M. I., & Sudrajat, A. (2021). Jurusan Manajemen Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya. In Jurnal Ilmu Manajemen (Vol. 9).
