Pengaruh Perceived Personalization terhadap Pembelian Impulsif: Peran Mediasi Fear of Missing Out dan Hedonic Motivation pada Konsumen Gen Z
DOI:
https://doi.org/10.58344/locus.v5i8.6058Keywords:
Personalisasi yang Dirasakan, Fear of Missing Out (FoMO), Motivasi Hedonik, Pembelian Impulsif, Generasi Z, Perdagangan SosialAbstract
Perkembangan teknologi digital telah mengubah perilaku konsumsi Generasi Z, khususnya dalam aktivitas social commerce berbasis TikTok yang semakin mendorong terjadinya pembelian impulsif. Salah satu fenomena yang berkembang adalah meningkatnya kecenderungan impulsive buying yang dipengaruhi oleh personalisasi konten digital. Penelitian ini menganalisis pengaruh perceived personalization terhadap impulsive buying dengan Fear of Missing Out (FoMO) maupun hedonic motivation sebagai variabel mediasi pada Generasi Z di Kalimantan Selatan. Penelitian ini mengadopsi pendekatan kuantitatif dengan desain kausal dan teknik purposive sampling dengan 153 responden Generasi Z berusia 14–29 tahun yang pernah melakukan pembelian online melalui TikTok. Pengumpulan data dilakukan melalui survei online menggunakan kuesioner maupun dianalisa dengan Structural Equation Modeling–Partial Least Squares (SEM-PLS) menggunakan aplikasi SmartPLS. Hasil penelitian ini membuktikan bahwasanya perceived personalization tidak berpengaruh langsung terhadap impulsive buying. Namun, perceived personalization berpengaruh positif terhadap FoMO dan hedonic motivation. FoMO dan hedonic motivation juga mempunyai pengaruhnya yang positif pada impulsive buying. Secara simultan, FoMO dan hedonic motivation terbukti memediasi pengaruh perceived personalization terhadap impulsive buying. Hal tersebut memberikan indikasi bahwasanya impulsive buying pada Generasi Z lebih banyak dipengaruhinya dari faktor psikologis dibandingkan stimulus langsung dari personalisasi, dengan nilai kontribusi model sebesar 67,0% terhadap variabel impulsive buying, sedangkan sisanya berasal dari model lain di luar penelitian ini.
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