The Influence of Fear of Missing Out (FOMO) and Lifestyle on Impulsive Buying: A Case Study of Gen Z TikTok Shop Users in Kramat Jati District, East Jakarta

Abstract

The development of social media and online shopping features has changed consumer behavior, particularly among Generation Z, who are highly familiar with digital technology. TikTok Shop combines social interaction and shopping activities, allowing content, promotions, live streaming, and trends to encourage spontaneous purchases. This study aims to analyze the influence of Fear of Missing Out (FoMO) and lifestyle on impulsive buying among Gen Z TikTok Shop users in Kramat Jati District, East Jakarta. A quantitative approach was applied to 100 respondents selected using purposive sampling from the population of Gen Z TikTok Shop users. Data were collected through a five-point Likert questionnaire and analyzed using PLS-SEM with SmartPLS 3. The results indicate that FoMO has a positive and significant effect on impulsive buying, with a path coefficient of 0.569, t-statistic of 7.331, and p-value of 0.000. Lifestyle also has a positive and significant effect, with a path coefficient of 0.312, t-statistic of 3.970, and p-value of 0.000. The R-Square value of 0.633 indicates that FoMO and lifestyle jointly explain 63.3% of the variance in impulsive buying. These findings highlight the importance of psychological conditions and lifestyle patterns in understanding Gen Z shopping behavior on social commerce platforms.