Pengaruh User-Generated Content, Fear of Missing Out (FOMO), dan Shopping Lifestyle terhadap Impulsive Buying Produk Uniqlo pada Gen Z di Surabaya

Perkembangan media digital dan tren fashion telah mendorong perubahan perilaku konsumsi Generasi Z, termasuk kecenderungan melakukan pembelian secara impulsif. Uniqlo sebagai salah satu merek fashion global yang populer di kalangan Generasi Z menjadi produk yang banyak diminati. Perilaku impulsive buying dapat dipengaruhi oleh berbagai faktor, di antaranya User-Generated Content (UGC), Fear of Missing Out (FOMO), dan Shopping Lifestyle. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh User-Generated Content (UGC), Fear of Missing Out (FOMO), dan Shopping Lifestyle terhadap Impulsive Buying produk Uniqlo pada Generasi Z di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 127 orang yang memenuhi kriteria Generasi Z berusia 19–27 tahun, berdomisili di Surabaya, memiliki penghasilan, dan pernah membeli produk Uniqlo. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa User-Generated Content (UGC) dan Shopping Lifestyle berpengaruh positif dan signifikan terhadap Impulsive Buying produk Uniqlo pada Generasi Z di Surabaya. Sementara itu, Fear of Missing Out (FOMO) tidak berpengaruh signifikan terhadap Impulsive Buying secara parsial. Namun, secara simultan User-Generated Content (UGC), Fear of Missing Out (FOMO), dan Shopping Lifestyle berpengaruh signifikan terhadap Impulsive Buying. Nilai koefisien determinasi (R²) sebesar 0,326 menunjukkan bahwa ketiga variabel mampu menjelaskan variasi Impulsive Buying sebesar 32,6%, sedangkan sisanya 67,4% dipengaruhi oleh faktor lain di luar penelitian.
Kata Kunci: User-Generated Content, Fear of Missing Out, Shopping Lifestyle, Impulsive Buying, Uniqlo

==============================================================================================

The development of digital media and fashion trends has driven changes in Generation Z’s consumption behavior, including a tendency to make impulsive purchases. UNIQLO, as a popular global fashion brand among Generation Z, has become a highly sought-after product. Impulsive buying behavior can be effected by various factors, including User-Generated Content (UGC), Fear of Missing Out (FOMO), and Shopping Lifestyle. This study aims to determine and analyze the effect of User-Generated Content (UGC), Fear of Missing Out (FOMO), and Shopping Lifestyle on Impulsive Buying of UNIQLO products among Generation Z in Surabaya. This study uses a quantitative approach. The sampling technique uses purposive sampling with a total of 127 respondents who meet the criteria of Generation Z aged 19–27 years, domiciled in Surabaya, have income, and have purchased UNIQLO products. Data were collected through questionnaires and analyzed using multiple linear regression with the help of SPSS. The results show that User-Generated Content (UGC) and Shopping Lifestyle have a positive and significant effect on Impulsive Buying of Uniqlo products among Generation Z in Surabaya. Meanwhile, Fear of Missing Out (FOMO) does not have a significant effect on Impulsive Buying partially. However, simultaneously User-Generated Content (UGC), Fear of Missing Out (FOMO), and Shopping Lifestyle have a significant effect on Impulsive Buying. The coefficient of determination (R²) of 0.326 indicates that the three variables can explain 32.6% of the variation in impulsive buying, while the remaining 67.4% is influenced by factors outside the study.
Keywords: User-Generated Content, Fear of Missing Out, Shopping Lifestyle, Impulsive Buying, Uniqlo