Pengaruh Fear of Missing Out (FOMO), Digital Influencer, dan Online Customer Review terhadap Keputusan Pembelian (Studi pada Pengguna Shopee Generasi Z di Yogyakarta)
DOI:
https://doi.org/10.33751/jmp.v14i02.222Keywords:
Digital Influencer, Fear of Missing Out, Online Customer Review, Purchase Decision, ShopeeAbstract
The development of digital technology and social media has influenced consumer behavior in online purchasing decisions. This study aims to analyze the effect of Digital Influencers, Fear of Missing Out (FOMO), and Online Customer Reviews on Purchase Decisions among Generation Z Shopee users in Yogyakarta City. This research employs a quantitative approach with a causal design. The sampling technique used was purposive sampling with a total of 120 respondents. Data were collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Square (SEM-PLS) with SmartPLS version 4.0. The results indicate that Digital Influencers, FOMO, and Online Customer Reviews have a positive and significant effect on Purchase Decisions. FOMO was found to be the most dominant variable influencing purchase decisions. The study concludes that digital marketing strategies utilizing influencers, customer reviews, and urgency-based approaches are effective in enhancing purchase decisions among Generation Z consumers.
Keywords: Digital Influencer, Fear of Missing Out, Online Customer Review,
Purchase Decision, Shopee
References
Ajzen, I. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.47985/dcidj.475
Ajzen, I. (2005). Attitudes, personality, and behavior (2nd ed.). Open University Press.
Amelia, Y., Razzaq, A., & Nugraha, M. Y. (2025). Peran FOMO dalam perilaku konsumen terhadap pembentukan keputusan konsumtif perspektif QS Al-Hadid ayat 20. Naafi: Jurnal Ilmiah Mahasiswa, 2(3), 470–479. https://doi.org/10.62387/naafijurnalilmiahmahasiswa.v2i3.180
Amira, A., & Fietroh, M. N. (2025). Pengaruh fear of missing out, brand image, dan influencer marketing terhadap keputusan pembelian produk skincare Glad2Glow. SEINTRI: Jurnal Riset Ilmiah, 4(8), 1085–1098. https://doi.org/10.55681/sentri.v4i8.4362
Amirullah. (2018). Pengantar manajemen: Fungsi, proses, pengendalian. Mitra Wacana Media.
Annisa, A., & Al Falisa, N. (2025). Pengaruh penggunaan influencer marketing terhadap perilaku pembelian konsumen. Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset, 3(4), 130–137. https://doi.org/10.61132/lokawati.v3i4.1959
Apolo, M., & Kurniawati, M. (2023). Pengaruh fear of missing out (FOMO) terhadap perilaku konsumtif penggemar K-Pop remaja akhir. Journal of Science Research, 3, 43847–43858.
Creswell, J. W. (2020). Research design: Pendekatan metode kualitatif, kuantitatif, dan campuran. Pustaka Pelajar.
Darmawan, M. R., & Nasir, M. (2024). Pengaruh digital marketing, influencer marketing, dan online customer review terhadap keputusan pembelian online shop di Soloraya.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (2018). Perilaku konsumen. Binarupa Aksara.
Fauziah, F., Nurlenawati, N., & Triadinda, D. (2025). Pengaruh fear of missing out (FOMO) terhadap keputusan pembelian produk skincare dengan konten media sosial TikTok sebagai variabel moderasi. Jurnal Lentera Bisnis, 14(2), 1421–1436. https://doi.org/10.34127/jrlab.v14i2.1478
Habibah, F. F., & Artadita, S. (2024). Pengaruh online customer review dan influencer terhadap purchase decision produk moisturizer Skintific di Shopee.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Harahap, A. R., & Fionita, I. (2025). Pengaruh influencer marketing dan electronic word of mouth terhadap keputusan pembelian produk Skintific di TikTok Shop.
Hardani, H., Ustiawaty, J., Andriani, H., et al. (2020). Metode penelitian kualitatif dan kuantitatif. CV. Pustaka Ilmu.
Putri, H. F., Dyah, C., & Susilowati, T. (2024). Pengaruh online customer review, influencer marketing, dan kualitas website terhadap keputusan pembelian online shop Shopee siswa SMK Negeri 1 Karanganyar. Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 2(2), 81–88. https://doi.org/10.61132/maeswara.v2i2.733
Linny, E. H., Hs, R., & Rispawati, D. (2025). Pengaruh influencer marketing, FOMO, dan online customer review terhadap keputusan pembelian skincare The Originote di e-commerce Shopee pada Gen Z Kota Mataram. Alexandria: Journal of Economics, Business, & Entrepreneurship, 6(1), 138–144. https://doi.org/10.29303/alexandria.v6i1.958
Kotler, P., & Armstrong, G. (2018). Prinsip-prinsip pemasaran. Indeks.
Kotler, P., & Armstrong, G. (2007). Dasar-dasar pemasaran (Jilid 1). PT Indeks.
Noer, L. R., et al. (2024). Pengaruh fear of missing out (FOMO) dan social media marketing terhadap niat pembelian produk healthy. Jurnal Sosial Humaniora, 17(1), 103. https://doi.org/10.12962/j24433527.v17i1.20562
Peter, J. P., & Olson, J. C. (2020). Perilaku konsumen dan strategi pemasaran. Erlangga.
Rahardjo, P., Wirakanda, G. G., & Permana, M. N. (2025). Pengaruh influencer marketing di social commerce TikTok terhadap keputusan pembelian produk fashion.
Rhadiana, R., Wismantoro, Y., & Aryanto, V. D. W. (2025). Pengaruh digital marketing, live streaming, influencer, dan online customer review terhadap purchase decision di TikTok Shop.
Rizqy, M., Widayanto, M. T., & Amani, T. (2025). Pengaruh content marketing, FOMO lifestyle, dan experiential marketing terhadap keputusan pembelian pada aplikasi TikTok Shop.
Saswiana, S., Hasmin, E., & Bustam. (2020). Pengaruh e-commerce terhadap perilaku konsumen dan keputusan pembelian produk online shop. Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 60–69.
Satiawan, A. A., Hamid, R. S., & Maszudi, E. (2023). Pengaruh content marketing, influencer marketing, dan online customer review terhadap keputusan pembelian dan kepuasan konsumen di TikTok.
Sekaran, U., & Bougie, R. (2020). Research methods for business.
Seran, R. B., Sundari, E., & Fadhila, M. (2023). Strategi pemasaran yang unik: Mengoptimalkan kreativitas dalam menarik perhatian konsumen. Jurnal Mirai Management, 8(1), 206–211.
Setyaningsih, F. (2021). Analisis strategi bauran pemasaran terhadap peningkatan pelanggan. Jurnal Manajemen dan Bisnis, 10(1), 221–230. https://doi.org/10.31000/jmb.v10i1.4233
Sinambela, A., & Poltak, L. (2021). Metode penelitian kuantitatif: Teori dan praktik. Rajawali Pers.
Sugiyono. (2020). Metodologi penelitian kuantitatif dan R&D. Alfabeta.
Sujarweni, V. W. (2022). Metodologi penelitian bisnis dan ekonomi. Alfabeta.
Sumarwan, U. (2020). Perilaku konsumen: Teori dan penerapannya dalam pemasaran. Kencana.
Wandoko, W., & Panggati, I. E. (2022). The influence of digital influencer, e-WOM, and information quality on repurchase intention with trust as mediation. Journal of Relationship Marketing, 21(2), 148–167. https://doi.org/10.1080/15332667.2022.2035198
Yangcen, R. R., & Syarif, M. (2024). Pengaruh influencer marketing, online customer review, dan online customer rating terhadap keputusan pembelian pada platform e-commerce Shopee.
Yulia, L., & Setianingsih, W. (2020). Studi manajemen marketing berbasis online pada UMKM. Jurnal Maneksi, 9(1), 346–354. https://doi.org/10.31959/jm.v9i1.397
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 JURNAL MANAJEMEN PENDIDIKAN
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
