PERAN FEAR OF MISSING OUT MEMEDIASI PENGARUH PROMO EVENT TANGGAL KEMBAR E-COMMERCE SHOPEE TERHADAP IMPULSIVE BUYING TENDENCY (Studi Pada Generasi Z Pengguna Shopee di Bandar Lampung)

Rini, Wijaningsih (2024) PERAN FEAR OF MISSING OUT MEMEDIASI PENGARUH PROMO EVENT TANGGAL KEMBAR E-COMMERCE SHOPEE TERHADAP IMPULSIVE BUYING TENDENCY (Studi Pada Generasi Z Pengguna Shopee di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Fear of missing out merupakan rasa takut tertinggal atau kehilangan kesempatan dalam mengikuti sesuatu yang menurut mereka menarik untuk di ikuti seperti promo event tanggal kembar e�commerce shopee dengan menawarkan produk diskon menarik yang terjadi setiap bulan dengan tanggal yang sama, sehingga dapat mendorong seseorang untuk melakukan pembelian yang tidak direncanakan sebelumnya. Penelitian ini bertujuan untuk menunjukkan seberapa besar tingkat perilaku impulsive buyimg Gen Z di Bandar Lampung yang diakibatkan dari promo event tanggal kembar e-commerce shopee dan melalui fear of missing out sebagai mediasi. Populasi penelitian ini adalah Generasi Z pengguna Shopee di Bandar Lampung, yaitu berjumlah 296,828 ribu penduduk. Jumlah sampel didapatkan sebesar 100 responden di dapat melalui metode slovin dengan tingkat toleransi 10%. Metode penelitian yang digunakan adalah metode kuantitatif dengan teknik pengumpulan data melalui kuesioner secara online melalui google formulir dengan metode analisa menggunakan pendekatan structural equation model dengan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa promo event tanggal kembar e-commerce shopee berpengaruh positif dan signifikan terhadap impulsive buying tendency, semakin banyak promo diskon yang diberikan maka pembelian secara impulsive akan semakin meningkat dan variabel fear of missing out bepengaruh positif dan signifikan serta memediasi hubungan antara promo event tanggal kembar e�commerce shopee dan impulsive buying tendency. Hasil penelitian dalam perspektif bisnis Islam terhadap impulsive buying tendency dalam teori konsumsi islami bahwa islam melarang terhadap sesuatu yang berlebih-lebihan dan menganjurkan berperilaku konsumtif sesuai dengan prinsip kesederhanaan dan keseimbangan. Kata Kunci: Promo Event Tanggal Kembar E�Commerce Shopee, Impulsive Buying Tendency, dan FearOf Missing Out. iv ABSTRACT Fear of missing out is the fear of being left behind or losing the opportunity to follow something that they think is interesting to follow, such as the shopee e-commerce twin date event promo by offering attractive discounted products that occur every month on the same date, so that it can encourage someone to make a purchase that was not planned before. This study aims to show how much the level of impulsive buyimg behavior of Gen Z in Bandar Lampung is caused by the shopee e-commerce twin date promo event and through fear of missing out as mediation. The population of this study is Generation Z Shopee users in Bandar Lampung, which amounts to 296,828 thousand residents The number of samples obtained was 100 respondents obtained through the Slovin method with a tolerance level of 10%. The research method used is quantitative method with data collection techniques through online questionnaires via google forms with the analysis method using a structural equation model approach with the SmartPLS 4 application. The results showed that the shopee e-commerce twin date event promo had a positive and significant effect on impulsive buying tendency, the more discount promos given, the more impulsive purchases will increase and the fear of missing out variable has a positive and significant effect and mediates the relationship between shopee e-commerce twin date event promos and impulsive buying tendency. The results of research in an Islamic business perspective on impulsive buying tendency in Islamic consumption theory that Islam prohibits anything excessive and encourages consumptive behavior in accordance with the principles of simplicity and balance. Keywords: Shopee E-Commerce Twin Date Event Promos, Impulsive Buying Tendency, and Fear Of Missing Out

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