Generasi Z Dan Doom Spending: Analisis Prediktor Motivasi Belanja Hedonis Dan Fomo Terhadap Pembelian Impulsif Di Era Digital

Azzahra Darojatu Rafiah; Nita Rohayati; Anggun Pertiwi

doi:10.22373/psikoislamedia.v10i2.32032

Articles

Volume 10, Issue 2 (2025)

Generasi Z Dan Doom Spending: Analisis Prediktor Motivasi Belanja Hedonis Dan Fomo Terhadap Pembelian Impulsif Di Era Digital

Azzahra Darojatu Rafiah, Nita Rohayati, Anggun Pertiwi

Affiliation Details

Azzahra Darojatu Rafiah: Universitas Buana Perjuangan, Jawa Barat, Indonesia
Nita Rohayati: Universitas Buana Perjuangan, Jawa Barat, Indonesia
Anggun Pertiwi: Universitas Buana Perjuangan, Jawa Barat, Indonesia

Published: 2025-10-13 , Pages: 126-136 , DOI: 10.22373/psikoislamedia.v10i2.32032

Abstract

Di era digital, Generasi Z cenderung berbelanja secara impulsif akibat pengaruh media sosial, iklan digital, dan tekanan gaya hidup. Fenomena ini dikenal sebagai doom spending, yaitu perilaku konsumtif yang dipicu kecemasan, pesimisme terhadap masa depan, dan dorongan emosional negatif. Faktor yang berperan dalam perilaku ini adalah motivasi belanja hedonis dan Fear of Missing Out (FoMO). Penelitian ini bertujuan menganalisis pengaruh motivasi hedonis dan FoMO terhadap pembelian impulsif. Metode yang digunakan adalah kuantitatif dengan desain asosiatif kausal. Subjek penelitian adalah Generasi Z (1997–2012) sebanyak 204 partisipan yang ditentukan melalui rumus Cohen dan dikumpulkan dengan Google Form. Instrumen yang digunakan adalah Impulse Buying Tendency, Hedonic Shopping Motivations Scale, dan Fear of Missing Out Scale. Analisis data menggunakan SPSS 26.0 dengan uji regresi linier berganda. Hasil penelitian menunjukkan motivasi hedonis dan FoMO berpengaruh signifikan terhadap pembelian impulsif dengan kontribusi sebesar 55,7%.

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