PENGARUH SOCIAL PROOF DIGITAL TERHADAP KEPUTUSAN PEMBELIAN DALAM LIVE SHOPPING DI MARKETPLACE DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF PERILAKU KONSUMEN ISLAM (Studi Pada Mahasiswa Di Bandar Lampung)

ANGGITA, ARTALIA (2026) PENGARUH SOCIAL PROOF DIGITAL TERHADAP KEPUTUSAN PEMBELIAN DALAM LIVE SHOPPING DI MARKETPLACE DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI DALAM PERSPEKTIF PERILAKU KONSUMEN ISLAM (Studi Pada Mahasiswa Di Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

Perkembangan teknologi digital telah mendorong perubahan signifikan dalam perilaku konsumen, khususnya melalui fitur live shopping pada marketplace seperti Shopee Live. Tingginya penggunaan internet dan media sosial membuat konsumen terpapar tekanan sosial digital, seperti jumlah penonton dan komentar, serta strategi urgensi yang memicu fear of missing out (FOMO). Berdasarkan theory of planned behavior (TPB), perilaku dipengaruhi oleh sikap, norma subjektif, dan persepsi kontrol perilaku. Dalam live shopping, social proof digital mencerminkan norma subjektif, FOMO memperkuat sikap pembelian, dan kemudahan penggunaan marketplace menunjukkan perceived behavioral control. Penelitian ini bertujuan menganalisis pengaruh social proof digital dan FOMO terhadap keputusan pembelian serta peran FOMO sebagai variabel mediasi pada mahasiswa pengguna Shopee Live di Bandar Lampung. Penelitian ini menggunakan pendekatan kuantitatif, dengan teknik pengumpulan data melalui kuesioner online yang disebarkan melalui Google Form. Populasi penelitian adalah seluruh mahasiswa berdomisili di Bandar Lampung yang pernah melakukan pembelian melalui fitur Shopee live. Teknik pengambilan sampel menggunakan purposive sampling dan diperoleh sebanyak 97 responden yang dinilai memenuhi ukuran ideal berdasarkan rumus Lameshow. Analisis data dilakukan menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS. Hasil penelitian menunjukkan social proof digital berpengaruh positif dan signifikan terhadap keputusan pembelian, social proof digital berpengaruh positif dan signifikan terhadap fear of missing out (FOMO), sedangkan FOMO tidak berpengaruh signifikan terhadap keputusan pembelian dan tidak berperan sebagai variabel mediasi antara social proof digital dan keputusan pembelian. Temuan ini menunjukkan bahwa mahasiswa lebih mengutamakan pertimbangan rasional dan informasi sosial dalam keputusan pembelian. Dalam perspektif perilaku konsumen Islam, keputusan tersebut seharusnya berlandaskan kejujuran dan keseimbangan sehingga strategi pemasaran Shopee Live perlu menekankan transparansi dan etika bisnis agar keputusan pembelian tidak hanya rasional, tetapi juga mencerminkan tanggung jawab moral dan spiritual. Kata Kunci: Social Proof Digital, Fear Of Missing Out (FOMO), Keputusan Pembelian, Live Shopping. The development of digital technology has driven significant changes in consumer behavior, particularly through live shopping features on marketplaces such as Shopee Live. The high use of the internet and social media exposes consumers to digital social pressure, such as the number of viewers and comments, as well as urgency strategies that trigger fear of missing out (FOMO). Based on the theory of planned behavior (TPB), behavior is influenced by attitudes, subjective norms, and perceived behavioral control. In live shopping, digital social proof reflects subjective norms, FOMO reinforces purchasing attitudes, and the ease of use of marketplaces demonstrates perceived behavioral control. This study aims to analyze the influence of digital social proof and FOMO on purchasing decisions and the role of FOMO as a mediating variable among Shopee Live users in Bandar Lampung. This study used a quantitative approach, with data collection techniques through online questionnaires distributed via Google Forms. The research population consisted of students in Bandar Lampung who had made purchases through the Shopee Live feature. The sampling technique used purposive sampling and obtained 100 respondents who were considered to meet the ideal size based on the Hair et al. formula. Data analysis was performed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS 4.0 software. The results of the study indicate that digital social proof has a positive and significant effect on purchasing decisions, digital social proof has a positive and significant effect on fear of missing out (FOMO), while FOMO does not have a significant effect on purchasing decisions and does not act as a mediating variable between digital social proof and purchasing decisions. These findings indicate that students prioritize rational considerations and social information in their purchasing decisions. From an Islamic business perspective, these decisions should be based on honesty and balance, so Shopee Live's marketing strategy needs to emphasize transparency and business ethics so that purchasing decisions are not only rational but also reflect moral and spiritual responsibility. Keywords: Social Proof Digital, Fear of Missing Out (FOMO), Purchase Decision, Live Shopping.

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