The Effects of Fear of Missing Out (FOMO) and Sales Promotion on Impulsive Buying of Skintific Products on the Shopee E-Commerce Platform (A Study of Generation Z in Cirebon)

  • Deva Pramujiana Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
  • Badawi Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
  • Puspa Dewi Yulianty Management Study Program, Faculty of Economics and Business, Universitas Muhammadiyah Cirebon, Indonesia
Keywords: Fear of Missing Out; Sales Promotion; Impulsive Buying; Shopee; Generation Z.

Abstract

The growth of e-commerce has transformed consumer purchasing behavior, particularly among Generation Z, who are highly active users of digital media. Various digital marketing stimuli, such as sales promotion and the phenomenon of Fear of Missing Out (FOMO), may encourage consumers to make spontaneous, unplanned purchases. This study aims to analyze the effects of Fear of Missing Out (FOMO) and sales promotion on impulsive buying of Skintific products on Shopee among Generation Z in Cirebon. The study employed a quantitative approach using explanatory research involving 100 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results indicate that Fear of Missing Out (FOMO) and sales promotion have positive and significant effects on impulsive buying. These findings suggest that psychological impulses arising from the fear of falling behind trends, together with promotional strategies implemented by Shopee, increase the tendency of Generation Z consumers to make impulsive purchases. The study implies that companies need to manage promotional strategies appropriately and consider consumers’ psychological characteristics when designing digital marketing communications.

Downloads

Download data is not yet available.

References

Al Mutanafisa, A., & Retnaningsih, R. (2021). The effect of sales promotion and knowledge on impulsive buying of online platform consumers. Jurnal Manajemen Bisnis, 18(2), 154–168.
Compas. (2024). Top brand skincare Indonesia quarter I 2024. https://compas.co.id
Compas. (2025). Top five skincare brands on Shopee Indonesia quarter I 2025. https://compas.co.id
GoodStats. (2024). Top brand perawatan dan kecantikan di Indonesia [Top personal care and beauty brands in Indonesia]. https://goodstats.id
GoodStats. (2025). E-commerce paling sering diakses masyarakat Indonesia [E-commerce platforms most frequently accessed by Indonesians]. https://goodstats.id
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Jakpat. (2025). Indonesian consumer behavior toward live shopping. https://jakpat.net
Kotler, P., & Armstrong, G. (2021). Principles of marketing (18th Global ed.). Pearson.
Lamis, A., Putra, R., & Kurniawan, D. (2022). Flash sale strategy and impulse buying behavior in e-commerce. Jurnal Manajemen Indonesia, 22(3), 210–223.
Lestari, N., Hidayat, T., & Fadilah, S. (2023). Sales promotion and impulse buying behavior among Shopee consumers. Jurnal Riset Manajemen, 20(2), 166–178.
Novia Aishwarya, D., Prasetyo, A., & Rahman, F. (2024). Fear of missing out and impulse buying behavior among Generation Z consumers. Jurnal Manajemen dan Bisnis, 21(1), 35–49.
Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Putri Ratna Sari, D., Nugroho, A., & Rahmawati, N. (2025). Fear of missing out and online purchasing behavior among Generation Z. Jurnal Ekonomi Digital, 7(1), 44–59.
Ratnasari, N., Widodo, S., & Amalia, R. (2022). Product characteristics, sales promotion, and impulse buying among Generation Z Shopee users. Jurnal Manajemen Pemasaran, 17(2), 95–108.
Tondang, K. J. (2025). Fear of missing out and impulse buying among TikTok Shop users in Padang City. Jurnal Ilmiah Manajemen, 16(1), 70–83.
Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 15(S1), S71–S83. https://doi.org/10.1002/per.423
Yessica Ayalia, M., Hidayat, R., & Wulandari, D. (2024). Sales promotion strategy and impulse buying in Indonesian e-commerce. Jurnal Bisnis Digital, 6(2), 122–137.
Published
2026-10-06
How to Cite
Deva Pramujiana, Badawi, & Puspa Dewi Yulianty. (2026). The Effects of Fear of Missing Out (FOMO) and Sales Promotion on Impulsive Buying of Skintific Products on the Shopee E-Commerce Platform (A Study of Generation Z in Cirebon). Konfrontasi: Jurnal Kultural, Ekonomi Dan Perubahan Sosial, 13(4), 315-323. Retrieved from https://www.konfrontasi.net/index.php/konfrontasi2/article/view/393
Issue
Vol 13 No 4 (2026): Konfrontasi, December
Section
Articles

Copyright (c) 2026 Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

  1. 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 acknowledgement of the work's authorship and initial publication in this journal.
  2. 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 acknowledgement of its initial publication in this journal.Penulis.
  3. 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).