Preferensi Belanja Online Generasi Z di Bogor dan Bekasi, FOMO, Review Influencer, dan Kenyamanan Digital Checkout pada Pengguna Shopee dan TikTok Shop

Abstract

This study aims to analyze the factors influencing online shopping preferences of Generation Z in West Java, specifically on the Shopee and TikTok Shop platforms. The three main factors examined are FOMO (Fear of Missing Out), influencer reviews on social media, and the convenience of the digital checkout process. Generation Z is known as digital natives who are highly familiar with technology, viral trends, and social media-based consumption patterns. This study used a descriptive quantitative approach with a questionnaire instrument on a 1    5 Likert scale. Respondents were active e-commerce users aged 15-27. The results are expected to provide an overview of Gen Z's online shopping behavior and identify the dominant factors driving purchasing decisions. This research has practical implications for digital businesses, MSMEs, and e-commerce players in developing marketing strategies based on consumer psychology and digital empowerment. Keywords: Generation Z, Online Shopping, FOMO, Influencers, Digital Checkout, Shopee, TikTok Shop.

Keywords: Gen Z Consumer Behavior, Purchasing Decisions, FOMO Online Shopping, Reviews & Influencers, Digital Physical Products, West Java E-commerce.

Abstrak 

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi preferensi belanja online Generasi Z di Bogor dan Bekasi, khususnya pada platform Shopee dan TikTok Shop. Tiga faktor utama yang dikaji adalah FOMO (Fear of Missing Out), review influencer di media sosial, serta kenyamanan proses digital checkout. Generasi Z dikenal sebagai digital native yang sangat akrab dengan teknologi, tren viral, dan pola konsumsi berbasis media sosial. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan instrumen kuesioner berskala Likert 1-5. Responden merupakan pengguna aktif e-commerce berusia 15-    27 tahun. Hasil penelitian diharapkan dapat memberikan gambaran mengenai perilaku belanja online Gen Z, serta mengidentifikasi faktor dominan pendorong keputusan pembelian. Penelitian ini memiliki implikasi praktis bagi pelaku bisnis digital, UMKM, serta e-commerce dalam menyusun strategi pemasaran berbasis psikologi konsumen dan pemberdayaan digital.

Kata kunci: Perilaku Konsumen Gen Z, Keputusan Pembelian, FOMO Belanja Online, Review & Influencer, Produk Digital    Fisik, E-commerce Bogor dan Bekasi.

Malik Fajar, Undergraduate Student, Program Studi Manajemen Bisnis, Tazkia University, Indonesia.

Corresponding author: malikfajar264@gmail.com