Pengaruh Shopping lifestyle, Financial Technology, dan FOMO Terhadap Impulse buying Dimoderasi Financial awareness Pada Pengguna E-commerce Generasi Z (Studi Kasus Mahasiswa di Kota Bengkulu)

Nadia Agustina; Sintia Safrianti; Janusi Waliamin

doi:10.53697/emak.v6i3.2735

Authors

Nadia Agustina Universitas Prof. Dr. Hazairin SH.
Sintia Safrianti Universitas Prof. Dr. Hazairin SH.
Janusi Waliamin Universitas Prof. Dr. Hazairin SH.

DOI:

https://doi.org/10.53697/emak.v6i3.2735

Keywords:

E-commerce, Kesadaran Keuangan, Teknologi Keuangan, FOMO, Generasi Z, Pembelian Implusif, Gaya Hidup Belanja

Abstract

Riset ini bertujuan dalam mengulik lebih lanjut perihal pengaruh shopping lifestyle, financial technology, serta fear of missing out (FOMO) terhadap impulse buying, serta menguji peran financial awareness sebagai variabel moderasi oleh user e-commerce dari kalangan Generasi Z di Kota Bengkulu. Riset sekarang memakai pendekatan kuantitatif yang bersifat eksplanatori, menggunakan penyebaran kuesioner daring. Populasi pada riset yang berlangsung dengan melibatkan seluruh mahasiswa di Kota Bengkulu, dengan sampel sebesar 110 responden yang dipilih menggunakan teknik non-purposive sampling dengan melalui formula Hair dan responden telah melakukan pembelian di e-commerce minimal lima kali pada periode satu tahun terkini. Data yang dihimpun berasal dari data primer melalui Google Forms, dan diukur menggunakan skala likert. Dipilihnya atas teknik analisis data melalui Partial Least Squares - Structural Equation Modeling (PLS-SEM), termasuk uji validitas, reliabilitas, R-square, path coefficients, dan Moderated Regression Analysis (MRA) menggunakan alat SmartPLS 4. Hasil penelitian memperlihatkan bahwa financial technology dan financial awareness berpengaruh signifikan terhadap impulse buying. Sebaliknya, shopping lifestyle dan FOMO tidak memiliki pengaruh signifikan. Selain itu, financial awareness tidak terbukti mampu memoderasi hubungan antara ketiga variabel independen terhadap impulse buying. Temuan ini menyoroti pentingnya literasi keuangan dalam menekan perilaku konsumtif di tengah kemudahan akses e-commerce yang semakin luas di kalangan Generasi Z.

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