Pengaruh Fomo, E-Money, Self-Control, Perceived Scarcity dan Flash Sale terhadap Perilaku Konsumtif Generasi Z di Kabupaten Wonosobo

Arsandi Taradipa Dewi; Alma Susilowati; Vera Dewi Nazalina; Niken Kusdayanti; Eni Candra Nurhayati

doi:10.37481/sjr.v9i4.1779

Authors

Arsandi Taradipa Dewi Universitas Sains Al Qur'an
Alma Susilowati Universitas Sains Al-Qur’an Jawa Tengah
Vera Dewi Nazalina Universitas Sains Al-Qur’an Jawa Tengah
Niken Kusdayanti Universitas Sains Al-Qur’an Jawa Tengah
Eni Candra Nurhayati Universitas Sains Al-Qur’an Jawa Tengah

DOI:

https://doi.org/10.37481/sjr.v9i4.1779

Keywords:

Consumptive Behavior, Flash Sale, FOMO, E-Money, Generation Z

Abstract

Digital shopping platforms expose Generation Z to various purchasing stimuli, including social trends, convenient payment methods, scarcity cues, and time-limited promotions. However, the extent to which these factors are associated with consumptive behavior among young consumers in Wonosobo Regency remains unclear. This study aims to examine the partial and simultaneous effects of fear of missing out (FOMO), e-money, self-control, perceived scarcity, and flash sale on consumptive behavior among Generation Z. A quantitative survey was conducted involving 105 respondents selected through purposive sampling. Data were collected using an online questionnaire with a five-point Likert scale and analyzed using multiple linear regression with IBM SPSS Statistics 27. The results show that flash sale has a positive and statistically significant association with consumptive behavior (t = 4.207, p < 0.001), whereas FOMO, e-money, self-control, and perceived scarcity do not show statistically significant partial effects. However, the five predictors are jointly significant (F = 15.133, p < 0.001), with the model explaining 43.3% of the variation in consumptive behavior (R² = 0.433). These findings highlight the relevance of time-limited promotions in understanding Generation Z's consumption patterns. Financial planning, responsible promotional practices, and digital financial literacy may help encourage more considered purchasing decisions.

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