Studi Fenomenologis tentang Fear of Missing Out (FOMO) dalam Shopping Lifestyle pada Minat Beli Produk Fashion di Kalangan Generasi Z

Arinda Aprilia; Prayitno Prayitno

doi:10.30640/ekonomika45.v13i2.6039

Authors

Arinda Aprilia Politeknik Pancasakti Global
Prayitno Prayitno Politeknik Pancasakti Global

DOI:

https://doi.org/10.30640/ekonomika45.v13i2.6039

Keywords:

Digital Promotion, Fashion Consumption, FOMO, Influencer Marketing, Repurchase Interest

Abstract

The rapid growth of social media has significantly influenced consumer behavior, particularly among Generation Z in the fashion industry. Digital platforms such as Instagram and TikTok have become important sources of information that shape trends, preferences, and purchasing decisions. One psychological phenomenon that emerges in this environment is Fear of Missing Out (FOMO), which refers to the anxiety individuals experience when they feel they might miss popular trends or experiences shared by others. This study aims to explore the phenomenon of FOMO within the shopping lifestyle of Generation Z and its influence on purchase intention and repurchase interest toward fashion products. This research employs a qualitative approach with a phenomenological method to understand the subjective experiences of Generation Z consumers in responding to fashion trends on social media. Data were collected through in-depth interviews with participants who actively use social media and frequently purchase fashion products online. The findings reveal that the intensity of social media exposure encourages the emergence of FOMO, which influences consumer interest in purchasing trending fashion products. Influencers and digital promotions further strengthen purchase intention by creating social validation and urgency. Additionally, positive purchasing experiences and brand engagement on social media contribute to increasing repurchase interest.

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