Gen Z’s impulse buying behavior of skincare product: The role of FOMO, celebrity endorser and hedonism

Ramadhani, Shaumi and Putri, Kartika Anggraeni Sudiono ORCID: https://orcid.org/0000-0002-5533-1769 (2024) Gen Z’s impulse buying behavior of skincare product: The role of FOMO, celebrity endorser and hedonism. Iltizam Journal of Shariah Economic Research, 8 (2). ISSN 2598-2540

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Abstract

FOMO is a phenomenon that is currently prevalent among Generation Z in the form of fear of being left behind with the experiences felt by their social environment, which often triggers impulse buying behavior to stay on trend. The purpose of this study was to analyze the relationship between Fear of Missing Out (FOMO) and celebrity endorsers on impulsive buying with hedonism as a mediating variable. This quantitative research uses a correlational approach with data collection techniques by means of a survey through distributing questionnaires in the form of google forms to Generation Z consumers of skincare products in Malang City. The study employed a non probability sampling approach, specifically using a purposive sampling method, and included a total of 110 respondents as the sample. This study analyzed the data using the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique, utilizing SmartPLS software version 3. SmartPLS version 3 software.The results showed that FOMO affects impulsive buying in Generation Z consumers of skincare products in Malang City both directly and indirectly through hedonism as mediation. Meanwhile, celebrity endorsers do not directly affect impulsive buying in Generation Z consumers of skincare products in Malang City, but indirectly through hedonism as mediation. In addition, hedonism affects impulsive buying in Generation Z consumers of skincare products in Malang City.

Item Type:	Journal Article
Keywords:	Fear of Missing Out (FOMO); Celebrity Endorser; Hedonism; Impulsive Buying; Gen Z
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150502 Marketing Communications 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150505 Marketing Research Methodology 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150506 Marketing Theory 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150599 Marketing not elsewhere classified 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Kartika Anggraeni Sudiono Putri
Date Deposited:	08 Jan 2025 10:40

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