Pengaruh FoMo, Hedonic Shopping Motivation, dan Online Customer Review terhadap Impulse Buying Skincare Wajah (Studi Kasus Gen Z di Kota Medan)

Abstract

Fenomena impulse buying dikalangan Gen Z semakin meningkat, khususnya pada bidang kecantikan seperti produk skincare. Kajian ini bertujuan guna mengkaji dampak fear of missing out (FoMO), motivasi belanja hedonis, dan online customer review terhadap impulse buying pada pembelian skincare wajah (Studi kasus pada Generasi Z di kota Medan). Metode penelitian yang digunakan dalam penelitian ini adalah asosiatif dengan pendekatan kuantitatif. Data dikumpulkan lewat google form, serta di kaji menggunakan model regresi linear berganda dengan memanfaatkan SPSS versi 27. Populasi penelitian ini ialah generasi z yang memiliki pengalaman membeli skincare serta berdomisili di Kota Medan. Hasil penelitian menunjukkan bahwa variabel FoMO dan motivasi belanja hedonis berdampak dalam meningkatkan impulsive buying. Sedangkan, online customer review dapat meningkatkan impulse buying, namun tidak signifikan. The phenomenon of impulse buying among Gen Z is on the rise, particularly in the beauty sector, such as skincare products. This study aims to examine the impact of fear of missing out (FoMO), hedonistic shopping motivation, and online customer reviews on impulse buying in facial skincare purchases (Case study on Generation Z in Medan City). The research method used in this study is associative with a quantitative approach. Data was collected via Google Forms and analysed using a multiple linear regression model with SPSS version 27. The study population consisted of Gen Z individuals with experience purchasing skincare products and residing in Medan City. The results indicate that the FoMO and hedonistic shopping motivation variables significantly influence impulse buying. Meanwhile, online customer reviews can increase impulse buying, but the effect is not statistically significant.