Pengaruh Brand Ambasador, Personalization, dan FOMO Terhadap Impulse Buying Generasi Z Pada Platform E-Commerce di Kota Surabaya

The Influence of Brand Ambassadors, Personalization, and FOMO on Generation Z's Impulse Buying on E-Commerce Platforms in Surabaya

Penelitian ini bertujuan untuk menganalisis dan menjelaskan pengaruh Brand Ambassador, Personalization, dan Fear of Missing Out (FOMO) terhadap Impulse Buying Generasi Z pada platform e-commerce di Kota Surabaya. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan asosiatif kausal. Populasi penelitian ini adalah Generasi Z di Kota Surabaya dengan jumlah sampel sebanyak 391 responden yang ditentukan melalui teknik non-probability sampling dengan pendekatan purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara simultan, terdapat pengaruh antara Brand Ambassador, Personalization, dan FOMO terhadap Impulse Buying Generasi Z di Surabaya. Secara parsial, Brand Ambassador berpengaruh positif melalui daya tarik figur publik yang membangun keterikatan emosional. Personalization berpengaruh positif melalui algoritma rekomendasi yang relevan sehingga mempermudah proses pencarian produk. Demikian pula dengan FOMO yang berpengaruh positif sebagai akibat dari kecemasan sosial akan tertinggalnya tren produk lifestyle yang viral. Integrasi ketiga variabel tersebut terbukti menciptakan pengalaman belanja yang persuasif dan memicu tindakan pembelian tanpa perencanaan sebelumnya.

Kata Kunci: Brand Ambassador, Personalization, FOMO, Impulse Buying, Generasi Z.

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.