Kontribusi Fear of Missing Out, Online Customer Review, dan Flash Sale dalam Membentuk Minat Beli Gen Z di Shopee

Seftiviani Gea Ananda; Heni Susilowati

doi:10.30640/jmcbus.v4i2.6230

Authors

Seftiviani Gea Ananda Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern Kartasura
Heni Susilowati Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern Kartasura

DOI:

https://doi.org/10.30640/jmcbus.v4i2.6230

Keywords:

Fear of Missing Out, OCR, Flash Sale, Purchase Intention, Generation Z

Abstract

The purpose of this study is to investigate how Generation Z active Shopee e-commerce consumers in the Semarang City region are influenced by flash discounts, customer reviews, and fear of missing out (FoMO). This study employs a quantitative approach using a questionnaire survey to 100 respondents chosen through purposive sampling. The respondents must meet certain criteria, such as being between the ages of 17 until 28, having a Shopee account, having seen flash sale promotions, and using prior customer reviews as a guide when shopping. Following instrument testing and classic assumption checks, the data was analyzed using multiple linear regression methods. The analysis's findings indicate that the FoMO variable's impact on Generation Z's purchasing interest is not very strong. OCR and flash sale, however, have a favorable and noteworthy impact on raising this group's enthusiasm in making purchases. In the meantime, the three variables were able to contribute to the variability of purchasing interest at the same time, reaching 90.5%. Other factors outside of this study model are thought to have an impact on the remaining portion. The results of this study confirm that time-limited promotions, urgency-based marketing tactics, and the reliability of customer reviews are important elements in generating Generation Z's interest in making purchases on the Shopee e-commerce platform.

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