Abstract:
The internet has become highly advanced and continues to be widely utilized. Many people in
Indonesia use the internet due to its ease of use and practicality. The rise of digital technology
has significantly impacted consumer behavior in online shopping. Online shopping is more
effective and practice, generation Z are customer who always spending a lot of time to do
impulsive, and easily spend a lot of money to buy the product they want because hedonism
feelings, FOMO feeling, promotion from the company and the pressure from their peers.
Therefore, this study explains and analyzes the influence of hedonism, promotion, and FOMO
on impulse buying among Gen-Z in online shopping: The mediating role of peer pressure on
FOMO. This study's variables include hedonism, FOMO, and promotion as independent
variables, peer pressure as mediating variables, and impulse buying as dependent variables.
This research is quantitative research with data processing using SmartPLS 3.0 with 547
respondents Gen-Z in Indonesia. The results of this study indicate that there are 6 acceptable
hypotheses. Therefore, this study explains the direct influence of hedonism, promotion, and
FOMO on impulse buying behavior among Gen-Z consumers in online shopping and the
mediating role of peer pressure in the relationship between FOMO and impulse buying.
