FOMO, INFLUENCER CREDIBILITY, AND HEDONIC MOTIVATION ON IMPULSIVE MATCHA BUYING AMONG GENERATION Z TIKTOK USERS

Maya Amanda Eka Safitri

Abstract


The growth of TikTok has reshaped Generation Z’s consumption behavior, including impulsive purchases of trending products such as matcha beverages in cafés. This study investigates the impacts of Fear of Missing Out (FoMO), influencer credibility, and hedonic motivation on impulsive matcha beverage purchases by Generation Z TikTok users in Madiun City, both partly and concurrently. A quantitative causal-associative technique was used with 150 respondents chosen using non-probability purposive sampling. The data were gathered using an online Likert-scale questionnaire and analyzed using multiple linear regression. The study found that FoMO (t = 4.486; Sig. < 0.001), influencer credibility (t = 2.935; Sig. = 0.004), and hedonic motivation (t = 3.094; Sig. = 0.002) all have a substantial favorable impact on impulsive purchase. The three factors have a significant effect on impulsive purchase (F = 25.152; Sig. < 0.001) and account for 32.7% of the variation (Adjusted R² = 0.327). The study recommends that café businesses utilize TikTok content, credible influencers, and hedonic experiences to encourage impulsive purchases, while future research should include additional variables and broader geographic coverage.

Keywords: Fear of Missing Out, influencer credibility, hedonic motivation, impulsive buying, TikTok, Matcha


Full Text:

PDF

References


Aulia, D. N. (2024). The influence of influencer credibility and content characteristics on purchase intention: The mediating role of brand attitude and trust. Assets: Jurnal Ekonomi, Manajemen dan Akuntansi, 14(2), 215–230.

Aulia, F., & Thamrin. (2024). The effect of hedonic shopping motivation and shopping lifestyle on impulse buying through positive emotion as a mediating variable in Shopee e-commerce service users in Padang City. Santhet: Jurnal Sejarah Pendidikan dan Humaniora, 9(1).

Badan Pusat Statistik Kota Madiun. (2026). Kota Madiun dalam angka 2026. BPS Kota Madiun.

Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.

Kotler, P., Keller, K. L., & Chernev, A. (2025). Marketing management (16th ed.). Pearson Education.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Ozili, P. K. (2023). The acceptable R-square in empirical modelling for social science research. In Social Research Methodology and Publishing Results: A Guide to Non-Native English Speakers (pp. 134–143). IGI Global.

Sugiyono. (2022). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.

Sugiyono. (2023). Metode penelitian bisnis: Pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Alfabeta.


Refbacks

  • There are currently no refbacks.


 

 

 

 

 

 

 

Editorial Office:

Universitas PGRI Madiun

Kampus 3 Lantai 2

Fakultas Ekonomi dan Bisnis

Jl. Auri no. 14-16 Madiun