PENGARUH BRAND AMBASSADOR, PERSONALIZATION, DAN FOMO TERHADAP IMPULSE BUYING GENERASI Z PADA PLATFORM E-COMMERCE DI KOTA SURABAYA

Intan Anggun Dwi Liany; Finisica Dwijayati Patrikha

doi:10.26740/jptn.v14n1.p80-87

Authors

Intan Anggun Dwi Liany Universitas Negeri Surabaya
Finisica Dwijayati Patrikha Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v14n1.p80-87

Keywords:

Brand Ambassador, FOMO, Generasi Z, Impulse Buying, Personalization

Abstract

This study aims to analyze and explain the influence of Brand Ambassador, Personalization, and Fear of Missing Out (FOMO) on the Impulse Buying behavior of Generation Z on e-commerce platforms in Surabaya. The research method employed is quantitative with a causal associative approach. The population for this study consists of Generation Z individuals in Surabaya, with a sample size of 391 respondents determined through a non-probability sampling technique using a purposive sampling approach. Data were collected via questionnaires and analyzed using multiple linear regression. The results indicate that, simultaneously, Brand Ambassador, Personalization, and FOMO have a positive influence on the Impulse Buying behavior of Generation Z in Surabaya. Partially, Brand Ambassador has a positive effect through the attractiveness of public figures that build emotional engagement. Personalization has a positive effect through relevant recommendation algorithms that simplify the product search process. Similarly, FOMO has a positive effect as a result of social anxiety regarding missing out on viral lifestyle product trends. The integration of these three variables is proven to create a persuasive shopping experience and trigger unplanned purchasing actions.

Keywords: Brand Ambassador; FOMO; Generation Z; Impulse Buying; Personalization.

Downloads

Download data is not yet available.

References

Addo, P. C., Jiaming, J., Kulbo, N. B., & Liangqiang, L. (2021). Social learning theory in customer engagement and impulsive buying behavior: Perspectives from online shopping. Journal of Retailing and Consumer Services, 60, 102452.

Antara News. (2024, 21 Juni). Riset IPSOS ungkap Shopee sebagai e-commerce dengan kepuasan tertinggi. https://www.antaranews.com

Astuti, N. A., & Pratiwi, A. (2024). Pengaruh FOMO (Fear of Missing Out), shopping lifestyle, dan positive emotion terhadap impulse buying (Survey pada mahasiswa konsumen e-commerce Shopee di Universitas Slamet Riyadi Surakarta). Jurnal Manajemen Fakultas Ekonomi, Universitas Slamet Riyadi Surakarta.

Asyida, M. Z., & Ahmadi, M. A. (2025). Pengaruh FOMO (Fear of Missing Out) terhadap impulse buying pada suatu produk fashion di marketplace (Tokopedia). Jurnal Manajemen Universitas Muhammadiyah Surakarta, 18(2), 112–123.

Badan Pusat Statistik Provinsi Jawa Timur. (2023). Persentase rumah tangga di Jawa Timur dirinci menurut kabupaten/kota yang anggota rumah tangganya mengakses internet dalam 3 bulan terakhir, 2023. BPS Jatim.

Badan Pusat Statistik Surabaya. (2024). Jumlah penduduk menurut kelompok umur dan jenis kelamin di Kota Surabaya, 2024. https://surabayakota.bps.go.id

Badan Pusat Statistik. (2023). Statistik E-commerce 2023. Jakarta: BPS RI.

Baharudin, & Wahyuni, N. (2008). Teori belajar B.F. Skinner. Jakarta: Pustaka Ilmu.

Chaffey, D., & Ellis-Chadwick, F. (2022). Digital marketing: Strategy, implementation and practice (8th ed.). Pearson Education.

IPSOS. (2024). Laporan riset kepuasan pengguna e-commerce di Indonesia 2024. IPSOS Indonesia.

Kang, I., Choi, J., & Kim, J. (2020). The influence of scarcity messages on consumer purchase intention: The mediating role of perceived urgency. Journal of Retailing and Consumer Services.

Koay, K. Y., & Lim, W. M. (2024). Congruence effects in social media influencer marketing: The moderating role of wishful identification in online impulse buying intentions. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-09-2023-4709

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th ed.). Pearson Education.

Kumar, V., & Gupta, S. (2023). Personalization in digital marketing: Enhancing consumer engagement through AI-based recommendations. Journal of Marketing Research, 15(2), 87–102.

Lea-Greenwood, G. (2012). Fashion marketing communications. John Wiley & Sons.

Liu, P., Li, M., & Dai, D. (2022). The impact of mobile shopping interface design on consumer impulse buying: A cognitive absorption perspective. Frontiers in Psychology.

Masithasari, A. A., Abadiyah, R., & Sari, D. K. (2025). Pengaruh brand ambassador, content marketing, dan mobile marketing terhadap impulse buying Generasi Z Sidoarjo pada TikTok Shop. Jurnal Manajemen Universitas Muhammadiyah Sidoarjo.

McGinnis, P. J. (2020). Fear of Missing Out: Practical decision-making in a world of overwhelming choice. Sourcebooks.