Pengaruh Literasi Ekonomi dan Peer Influence Terhadap Pembelian Impulsif dengan FOMO Sebagai Mediasi
-
Aniqotul Athiyah
*
Universitas Negeri Surabaya, Surabaya,
Indonesia
- Mohamad Arief Rafsanjani Universitas Negeri Surabaya, Surabaya, Indonesia (*) Corresponding Author
Abstract
Technological advancements have driven changes in consumer behavior. One such development is the transformation of social media into social commerce, which has become an increasingly popular online shopping concept. This platform enables users to view and automatically add products to their shopping carts, thereby increasing the tendency toward impulsive buying, particularly among university students as primary users of digital media. This study aims to examine the effect of economic literacy and peer influence on impulsive buying, mediated by Fear of Missing Out (FOMO). The study sample consisted of 215 students and was analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of this study indicate that economic literacy has a negative and significant effect on impulsive buying and FOMO, while peer influence has a positive and significant effect on impulsive buying and FOMO. Furthermore, FOMO has a positive and significant effect on impulsive buying and mediates the relationship between economic literacy and peer influence on impulsive buying. This study contributes by examining consumer behavior, particularly cognitive and social factors, in explaining impulsive buying while considering FOMO as a mediating variable that has not been comprehensively studied amid the rising trend of digital shopping.
Downloads
References
Al Reshaid, F., Tosun, P., & Yanar Gürce, M. (2024). Cryptocurrencies as a means of payment in online shopping. Digital Policy, Regulation and Governance , 26(4), 375–393. https://doi.org/10.1108/DPRG-12-2023-0185
Ardianti, R., & Megasari, R. (2021). Pengaruh intensitas informasi teman sebaya, literasi ekonomi, dan kontrol diri terhadap pembelian impulsif pada genbi Universitas Negeri Malang periode 2020-2021. Jurnal Ekonomi, Bisnis Dan Pendidikan, 1(8), 763–775. https://doi.org/10.17977/um066v1i82021p763-775
Asyifa, H. A., Hidayah, K., & Haryanto, H. C. (2024). Pengaruh Fear of Missing Out (FoMO) Terhadap Pembelian Impulsif Online Food Delivery Pada Generasi Z. Jurnal Bimbingan Konseling Dan Psikologi, 7(2), 45–56.
Bulango, E., Panigoro, M., Mahmud, M., Bumulo, F., & Dama, M. N. (2025). Analisis Faktor yang Mempengaruhi Perilaku Konsumtif Mahasiswa Jurusan Pendidikan Ekonomi Universitas Negeri Gorontalo. TRILOGI: Jurnal Penelitian Ilmu Sosial Dan Eksakta, 4(2), 184–198. https://doi.org/https://doi.org/10.47134/trilogi.v4i2.1613
Cahyanti, E. S., Irmayanti, E., & Surinda, B. (2025). Pengaruh literasi ekonomi, persepsi harga, dan promosi penjualan terhadap perilaku pembelian impulsif produk fashion pada mahasiswa prodi pendidikan ekonomi universitas nusantara pgri kediri. Simposium Mananajemen Dan Bisnis, 4, 1371–1378.
Cengiz, H., & Senel, M. (2023). The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis. Journal of Fashion Marketing and Management, 28(3), 405–425. https://doi.org/10.1108/JFMM-03-2023-0082
Chen, S., Zhi, K., & Chen, Y. (2022). How active and passive social media use affects impulse buying in Chinese college students? The roles of emotional responses, gender, materialism and self-control. Frontiers in Psychology, 13, 1–15. https://doi.org/10.3389/fpsyg.2022.1011337
Chetioui, Y., & El Bouzidi, L. (2023). An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different? Young Consumers, 24(4), 406–426. https://doi.org/10.1108/YC-06-2022-1548
Choirunnisa, D. (2021). Perilaku Pembelian Impulsif: Seberapa Besar Peran Gaya Hidup dan Literasi Ekonomi? Jurnal Pendidikan Ekonomi, 14(1). https://doi.org/https://dx.doi.org/10.17977/UM014v14i12021p61
Creswell, J. W., & Creswell, J. D. (2022). Research Design Qualitative, Quantitatif and Mixed Methods Approach. SAGE Publications.
Gerrans, P., Abisekaraj, S. B., & Liu, Z. (2023). The fear of missing out on cryptocurrency and stock investments: Direct and indirect effects of financial literacy and risk tolerance. Journal of Financial Literacy and Wellbeing, 1(1), 103–137. https://doi.org/10.1017/flw.2023.6
Goel, P., Parayitam, S., Sharma, A., Rana, N. P., & Dwivedi, Y. K. (2022). A moderated mediation model for e-impulse buying tendency, customer satisfaction and intention to continue e-shopping. Journal of Business Research, 142, 1–16. https://doi.org/10.1016/j.jbusres.2021.12.041
Habib, S., & Almamy, A. (2025). Impact of FOMO on social media engagement and impulse buying of lifestyle products: mediation analysis. Journal of Innovative Digital Transformation, 2(2), 176–195. https://doi.org/10.1108/jidt-01-2025-0004
Huang, D. R., Phang, F., Kent, J., Nur, T., & Fransiso, G. (2024). Impact of Psychological Factors and Financial Literacy on Pay Later Services Misuse. 2024 3rd International Conference on Creative Communication and Innovative Technology, ICCIT 2024, 1–6. https://doi.org/10.1109/ICCIT62134.2024.10701253
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying : a meta-analytic review. Journal of the Academy of Marketing Science, 48, 384–404. https://doi.org/https://doi.org/10.1007/s11747-019-00670
Kaloeti, D. V. S., Kurnia, A., & Tahamata, V. M. (2021). Validation and psychometric properties of the Indonesian version of the Fear of Missing Out Scale in adolescents. Psicologia: Reflexao e Critica, 34, 15. https://doi.org/https://doi.org/10.1186/s41155-021-00181-0
Khan, N. A., Khan, A. N., & Moin, M. F. (2021). Self-regulation and social media addiction: A multi-wave data analysis in China. Technology in Society, 64, 101527. https://doi.org/10.1016/j.techsoc.2021.101527
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12, 100337. https://doi.org/10.1016/j.chbr.2023.100337
Luo, H., Chen, J., Li, S., Nie, Y., & Wang, G. (2021). Social exclusion and impulsive buying among chinese college students: The mediating role of self-esteem and the moderating role of risk preference. International Journal of Environmental Research and Public Health, 18(21). https://doi.org/10.3390/ijerph182111027
Mandolfo, M., & Lamberti, L. (2021). Past, Present, and Future of Impulse Buying Research Methods : A Systematic Literature Review. Frontiers in Psychology, 12, 687404. https://doi.org/10.3389/fpsyg.2021.687404
Moffett, J. W., Folse, J. A. G., & Palmatier, R. W. (2021). A theory of multiformat communication: mechanisms, dynamics, and strategies. Journal of the Academy of Marketing Science, 49(3), 441–461. https://doi.org/10.1007/s11747-020-00750-2
Natadilaga, A. A., Fauziyah, A., & Yusup, I. (2026). The Influence of Fear of Missing Out on Impulsive Buying Behaviour in Generation Z UPI Tasikmalaya: Case Study of Tiktok Shop Users. The Future of Educational Journal, 5(1), 1246–1255.
Owen, A., & Daniels, M. (2025). The Effects of Social Comparison on Fear of Missing Out and Anxiety in Generation Z. Psychology Today Research Review, 14(1), 55–70. https://doi.org/10.31234/osf.io/xyz345
Phan, D. H., Nguyen, Q. D., & Phuc, V. K. N. (2024). Dataset on Vietnamese students’ impulse buying behavior on TikTok shop. Data in Brief, 57, 111047. https://doi.org/10.1016/j.dib.2024.111047
Pramestha, N. V., & Sakti, N. C. (2026). Pengaruh Fear of Missing Out ( FOMO ), Kontrol Diri , dan Pengaruh Teman Sebaya terhadap Perilaku Pembelian Impulsif : Studi Asosiatif Eksplanatori pada Mahasiswa. Jurnal Ekonomi, Akutansi Dan Manajemen Nusantara, 4(3), 658–667. https://doi.org/https://doi.org/10.55338/jeama.v4i3.635
Pujiastuti, N., Reza, & Astuti, R. F. (2020). Pengaruh Literasi Ekonomi Dan Lingkungan Sosial Terhadap Perilaku Pembelian Impulsif Pada Mahasiswa. Jurnal Riset Pendidikan Ekonomi, 7(1), 107–117.
Risqina, F. S., & Puspita, V. A. (2025). Pengaruh Literasi Keuangan Terhadap Perilaku Fear Of Missing Out (FOMO) dalam Pengelolaan Keuangan Pribadi pada Generasi-Z di Kota Bandung. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 5(2), 698–713. https://doi.org/10.55606/jaemb.v5i2.6766
Rozman, A., & Mohd Hashim, H. (2023). Impact of Peer Influence and Personality Traits on Impulsive Buying Behaviour among Malaysian University Students. Researchers World International Refereed Social Sciences Journal, 14(1), 34–47. https://doi.org/10.18843/rwjasc/v14i1/04
Sugiyono, P. D. (2023). Metode Penelitian Kuantitatif Kualitatif dan R&D. Alfabeta.
Sun, Y., & Bao, Z. (2023). Live streaming commerce: a compulsive buying perspective. Management Decision, 61(11), 3278–3294. https://doi.org/10.1108/MD-10-2022-1461
Thürmer, J. L., Bieleke, M., Wieber, F., & Gollwitzer, P. M. (2020). If-then plans help regulate automatic peer influence on impulse buying. European Journal of Marketing, 54(9), 2079–2105. https://doi.org/10.1108/EJM-05-2018-0341
Wu, Y., Nambisan, S., Xiao, J., & Xie, K. (2022). Consumer resource integration and service innovation in social commerce: the role of social media influencers. In Journal of the Academy of Marketing Science, 50(3). https://doi.org/10.1007/s11747-022-00837-y
Zhang, T., Jahromi, M. F., Hua, N., & Lu, L. (2020). Engaging customers with hospitality brands in social commerce activities. Journal of Hospitality and Tourism Technology, 11(4), 627–642. https://doi.org/10.1108/JHTT-04-2019-0056
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Pengaruh Literasi Ekonomi dan Peer Influence Terhadap Pembelian Impulsif dengan FOMO Sebagai Mediasi
Pages: 983-992
Copyright (c) 2026 Aniqotul Athiyah, Mohamad Arief Rafsanjani
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).
