LEBIH DARI SEKADAR TREN: PENGARUH FOMO (FEAR OF MISSING OUT), PERBANDINGAN SOSIAL, DAN MATERIALISME PADA PERILAKU BUY NOW PAY LATER GEN Z
Abstract
Perilaku konsumen di Indonesia semakin dipengaruhi oleh social comparison, fear of missing out (FoMO), dan materialism, yang mendorong adopsi metode pembayaran "Buy Now, Pay Later" (BNPL). Penelitian ini bertujuan untuk mengkaji hubungan antar variabel tersebut serta menjelaskan bagaimana faktor sosial memengaruhi pola konsumsi. Data dikumpulkan melalui survei terhadap 120 responden berusia 18-40 tahun yang menggunakan BNPL dalam enam bulan terakhir, dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) selama tahun 2023. Temuan utama menunjukkan bahwa social comparison memengaruhi FoMO dan materialism, yang keduanya secara signifikan berkontribusi pada penggunaan BNPL. Penelitian ini menyimpulkan bahwa BNPL menjadi alternatif pembayaran yang didorong oleh tekanan sosial. Implikasinya meliputi perlunya regulasi untuk mengelola penggunaan BNPL secara bertanggung jawab dan peluang bisnis untuk memanfaatkan tren ini.
Consumer behavior in Indonesia is increasingly influenced by social comparison, Fear of Missing Out (FoMO), and materialism, driving the adoption of the "Buy Now, Pay Later" (BNPL) payment method. This study aims to examine the relationships among these variables and explain how social factors shape consumption patterns. Data were collected through surveys of 120 respondents aged 18-40 who had used BNPL in the past six months and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) during 2023. Key findings reveal that social comparison influences FoMO and materialism, both of which significantly contribute to BNPL usage. The study concludes that BNPL is a payment alternative driven by social pressures. Its implications include the need for regulations to manage BNPL responsibly and business opportunities to leverage this trend.
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References
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