Pengaruh Fear of Missing Out (FoMO), Fitur E-Commerce dan Promosi Terhadap Impulsive Buying di Kalangan Generasi Z Dalam Perspektif Etika Konsumsi Islami
DOI:
https://doi.org/10.26740/jekobi.v9n1.p180-197Keywords:
Impulsive Buying; Generation Z; E-Commerce Features; Promotion; Islamic Consumption EthicsAbstract
The development of e-commerce features and digital technology has significantly influenced consumer behavior, especially among Generation Z, who are highly engaged in online shopping activities and responsive to promotional stimuli. This study explores how Fear of Missing Out (FOMO), e-commerce features, and promotional strategies affect impulsive buying behavior while considering religiosity as a mediating variable from the perspective of Islamic consumption ethics. Using a quantitative method, data were collected from 150 Generation Z respondents in Indonesia through online questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings indicate that FOMO (β: 0.455), e-commerce features (β: 0.311), and promotion (β: 0.178) all have a positive and significant effect on religiosity, which in turn strongly predicts impulsive buying behavior (β: 0.880). Contrary to initial assumptions grounded in the Islamic consumption ethics principles of moderation, benefit, and the prohibition of excess, religiosity in this study did not mitigate impulsive buying tendencies but instead showed a reinforcing effect. These findings suggest that even religiously inclined individuals may be influenced by digital consumption patterns when exposed to strong emotional and promotional stimuli.
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