Interaksi Iklan Media Sosial dan Fear of Missing Out (FOMO) Pada Pembelian Kompulsif Online: Peran Mediasi Materialisme
DOI:
https://doi.org/10.31316/ubmj.v4i2.7823Keywords:
Iklan Media Sosial, FOMO, Materialisme, Pembelian Kompulsif OnlineAbstract
Tujuan: Penelitian ini memiliki tujuan utama untuk menguji pengaruh iklan media sosial dan Fear of Missing Out (FOMO) pada pembelian kompulsif online serta materialisme sebagai mediasi antara pengaruh iklan media sosial dan FOMO terhadap pembelian kompulsif online.
Metodologi: Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner online dalam bentuk Google Form. Teknik pengambilan sampel menggunakan purposive sampling. Sampel yang digunakan dalam penelitian ini sebanyak 112 responden. Analisis data menggunakan software SmartPLS untuk menguji model pengukuran dan model struktural, serta software SPSS untuk mendeskripsikan karakteristik responden.
Temuan: Hasil analisis data dalam penelitian ini menunjukkan bahwa iklan media sosial dan FOMO tidak memiliki pengaruh signifikan pada pembelian kompulsif online. Temuan ini menyiratkan bahwa variabel materialisme berperan sebagai mediator yang signifikan dalam hubungan antara iklan media sosial dan FOMO pada pembelian kompulsif online.
Orisinalitas: Penelitian ini secara khusus menyoroti dua isu utama yang muncul dalam konteks perdagangan sosial yang semakin berkembang, yaitu fenomena psikologis yang dikenal sebagai ketakutan akan ketinggalan (FOMO) dan iklan media sosial yang dapat memicu kecemasan dan perilaku konsumtif, serta pembelian kompulsif online yang seringkali didorong oleh berbagai faktor termasuk pengaruh media sosial dan e-commerce.
Keterbatasan Penelitian: Pembelian kompulsif online adalah fenomena yang kompleks dan dipengaruhi oleh berbagai faktor lain di luar iklan media sosial, FOMO, dan materialisme. Faktor-faktor seperti kepribadian, kondisi keuangan, pengaruh teman sebaya, dan faktor situasional juga dapat memainkan peran penting.
Implikasi Praktis: Temuan penelitian ini memberikan kontribusi yang signifikan terhadap pengembangan strategi praktis dalam upaya mitigasi perilaku pembelian kompulsif online, khususnya di era digital yang semakin sarat dengan eksposur iklan dan tekanan sosial melalui media sosial.
References
Abel, J. P., Buff, C. L., & Burr, S. A. (2016). Social Media and the Fear of Missing Out: Scale Development and Assessment. Journal of Business & Economics Research, 14(1), 33–44.
Alajlan, M., & Saleh, M. (2024). Impact of Social Media advertisement and influencers on Compulsive Buying Mediated by Materialism: The Moderating Role of Narcissism. International Journal of Management & Information Technology, 19(September), 1–13. https://doi.org/10.24297/ijmit.v19i.9640
Annur, C. M. (2024). Ini Platform Belanja Online Paling Diminati Konsumen saat Ramadan. Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/6a8c8189979254b/ini-platform-belanja-online-paling-diminati-konsumen-saat-ramadan
Anwar, Z., Fury, E. D., & Fauziah, S. R. (2020). The Fear of Missing Out and Usage Intensity of Social Media. 395(Acpch 2019), 183–187. https://doi.org/10.2991/assehr.k.200120.038
Ardyan, E., & Sanapang, G. M. (2023). Online Compulsive Buying and Brand Addiction in Indonesia: The Importance of Using Fear of Missing Out and Social Commerce Interactivity. The Winners, 24(2), 117–126. https://doi.org/10.21512/tw.v24i2.10817
Aydin, D., Selvi, Y., Kandeger, A., & Boysan, M. (2021). The relationship of consumers’ compulsive buying behavior with biological rhythm, impulsivity, and fear of missing out. Biological Rhythm Research, 52(10), 1514–1522. https://doi.org/10.1080/09291016.2019.1654203
Databoks. (2022). Frekuensi Belanja Online Masyarakat Indonesia. Databoks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/ba06aa60a76d54a/frekuensi-belanja-online-masyarakat-indonesia
Deci, E. L. ;, & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behaviour. NY: Plenum.
Dittmar, H., Bond, R., Hurst, M., & Kasser, T. (2014). The relationship between materialism and personal well-being: A meta-analysis. Journal of Personality and Social Psychology, 107(5), 879–924. https://doi.org/10.1037/a0037409
Eid, M. A. H., Nusairat, N. M., Alkailani, M., & Al-Ghadeer, H. (2020). Internet users’ attitudes towards social media advertisements: The role of advertisement design and users’ motives. Management Science Letters. https://doi.org/10.5267/j.msl.2020.2.029
Gurau, C. (2008). Integrated online marketing communication : implementation and management. 12(2), 169–184. https://doi.org/10.1108/13632540810881974
Hagger, M. S. ., & Chatzisarantis, N. L. (2007). Intrinsic motivation and self- determination in exercise and sport. Champaign, IL: Human Kinetics.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (Pls-Sem). SAGE Publications.
He, H., Kukar-Kinney, M., & Ridgway, N. M. (2018). Compulsive buying in China: Measurement, prevalence, and online drivers. Journal of Business Research, 91(71302108), 28–39. https://doi.org/10.1016/j.jbusres.2018.05.023
Hussain, S., Raza, A., Haider, A., Ishaq, M. I., & Talpur, Q. ul ain. (2023). Fear of missing out and compulsive buying behavior: The moderating role of mindfulness. Journal of Retailing and Consumer Services, 75(August), 103512. https://doi.org/10.1016/j.jretconser.2023.103512
Israelashvili, M., Kim, T., & Bukobza, G. (2012). Adolescents’ over-use of the cyber world - Internet addiction or identity exploration? Journal of Adolescence, 35(2), 417–424. https://doi.org/10.1016/j.adolescence.2011.07.015
Jameel, A., Khan, S., Alonazi, W. B., & Khan, A. A. (2024). Exploring the Impact of Social Media Sites on Compulsive Shopping Behavior : The Mediating Role of Materialism. Psychology Research and Behavior Management. https://doi.org/10.2147/PRBM.S442193
Kasser, T. (2016). Materialistic values and goals. Annu. Rev. Psychol., 67, 489–514.
Kasser, Tim, Rosenblum, K. L., Sameroff, A. J., Deci, E. L., Niemiec, C. P., Ryan, R. M., Árnadóttir, O., Bond, R., Dittmar, H., Dungan, N., & Hawks, S. (2014). Changes in materialism, changes in psychological well-being: Evidence from three longitudinal studies and an intervention experiment. Motivation and Emotion, 38(1), 1–22. https://doi.org/10.1007/s11031-013-9371-4
Koran, L. M., Faber, R. ., Aboujaoude, E., Large, M. ., & Serpe, R. . (2006). Estimated Prevalence of Compulsive Buying Behavior in the United States. Am J Psychiatry, October, 18–21.
Lai, C., Altavilla, D., Ronconi, A., & Aceto, P. (2016). Fear of missing out (FOMO) is associated with activation of the right middle temporal gyrus during inclusion social cue. Computers in Human Behavior, 61, 516–521. https://doi.org/10.1016/j.chb.2016.03.072
Lee, S., Park, J., & Lee, S. B. (2016). The Interplay Of Internet Addiction And Compulsive Shopping Behaviors. 44(11), 1901–1912.
Lemay, D. J., Bazelais, P., & Lemay, D. J. (2019). Self-determination , loneliness , fear of missing out , and academic performance Recommended citation : Self-determination , loneliness , fear of missing out , and academic performance Tenzin Doleck * Paul Bazelais. 11(4), 485–496.
Long, J., Wang, P., Liu, S., & Lei, L. (2021). Materialism and adolescent problematic smartphone use: The mediating role of fear of missing out and the moderating role of narcissism. Current Psychology, 40(12), 5842–5850. https://doi.org/10.1007/s12144-019-00526-0
Lovett, K. L. (2010). Integrated Marketing Communication and the Promotion of iPhone Applications.
Malik, F., & Ishaq, M. I. (2023). Impact of minimalist practices on consumer happiness and financial well-being. Journal of Retailing and Consumer Services, 73(January), 103333. https://doi.org/10.1016/j.jretconser.2023.103333
Masood, A., Musarrat, R., & Mazahir, S. (2017). Increased Materialistic Trends among Youth. Journal of Educational, Health and Community Psychology, 5(3), 56. https://doi.org/10.12928/jehcp.v5i3.6167
Milyavskaya, M., Saffran, M., Hope, N., & Koestner, R. (2018). Fear of missing out: prevalence, dynamics, and consequences of experiencing FOMO. Motivation and Emotion, 42(5), 725–737. https://doi.org/10.1007/s11031-018-9683-5
Mrad, M., & Cui, C. C. (2020). Comorbidity of compulsive buying and brand addiction: An examination of two types of addictive consumption. Journal of Business Research, 113(September 2019), 399–408. https://doi.org/10.1016/j.jbusres.2019.09.023
Neumann, D. (2020). Fear of Missing Out. The International Encyclopedia of Media Psychology, June 2020, 1–9. https://doi.org/10.1002/9781119011071.iemp0185
Nga, J. K. h., Yong, L. H. l., & Sellappan, R. (2011). The influence of image consciousness, materialism and compulsive spending on credit card usage intentions among youth. Young Consumers, 12(3), 243–253. https://doi.org/10.1108/17473611111163296
Omar, N. A., Rahim, R. A., Wel, C. A. C., & Alam, S. S. (2014). Compulsive buying and credit card misuse among credit card holders: The roles of self-esteem, materialism, impulsive buying and budget constraint.
Przybylski, A. K.; Weinstein, N., Ryan, R. M. ., & Rigby, C. S. (2009). Having to versus wanting to play: Background and consequences of harmonious versus obsessive engagement in video games. CyberPsychology & Behavior, 12, 485–492.
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
Reeves, R. A., Baker, G. A., & Truluck, C. S. (2012). Celebrity Worship, Materialism, Compulsive Buying, and the Empty Self. Psychology & Marketing, 29(9), 674–679. https://doi.org/10.1002/mar
Richards, J. I., & Curran, C. M. (2002). Oracles on “advertising”: Searching for a definition. Journal of Advertising, 31(2), 63–77. https://doi.org/10.1080/00913367.2002.10673667
Richins, M. L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3), 303. https://doi.org/10.1086/209304
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55, 68–78.
Tanrikulu, G., & Mouratidis, A. (2023). Life aspirations, school engagement, social anxiety, social media use and fear of missing out among adolescents. Current Psychology, 42(32), 28689–28699. https://doi.org/10.1007/s12144-022-03917-y
Tarka, P. (2020). Influence of Materialism on Compulsive Buying Behavior: General Similarities and Differences Related to Studies on Young Adult Consumers in Poland and US. Journal of International Consumer Marketing, 32(3), 243–267. https://doi.org/10.1080/08961530.2019.1695240
Taylor, G. ., Jungert, T. ., Mageau, G. A. ., Schattke, K. ., Dedic, H. ., Rosenfield, S. . &, & Koestner, R. (2014). A self-determination theory approach to predicting school achievement over time: The unique role of intrinsic motivation. Contemporary Educational Psychology, 39(4), 342–358.
Tsang, J. A., Carpenter, T. P., Roberts, J. A., Frisch, M. B., & Carlisle, R. D. (2014). Why are materialists less happy? The role of gratitude and need satisfaction in the relationship between materialism and life satisfaction. Personality and Individual Differences, 64, 62–66. https://doi.org/10.1016/j.paid.2014.02.009
Verawati, L. (2025). Rational or Emotional ? Unraveling the Motivations Behind Online Impulsive Buying. 1(2), 60–71.
Verduyn, P., Gugushvili, N., Massar, K., Täht, K., & Kross, E. (2020). Social comparison on social networking sites. Current Opinion in Psychology, 36, 32–37. https://doi.org/10.1016/j.copsyc.2020.04.002
Wang, P., Wang, X., Nie, J., Zeng, P., Liu, K., Wang, J., Guo, J., & Lei, L. (2019). Envy and problematic smartphone use: The mediating role of FOMO and the moderating role of student-student relationship. Personality and Individual Differences, 146(59), 136–142. https://doi.org/10.1016/j.paid.2019.04.013
We Are Social. (2024). Digital Indonesia 2024. We Are Social.
Yüksel, C. A., & Eroğlu, C. A. Y. F. (2015). the Effects of Personal Factors and Attitudes Towards Advertising on Compulsive Buying Tendency. 43–67.
Yurchisin, J., & Johnson, K. K. P. (2004). Compulsive buying behavior and its relationship to perceived social status associated with buying, materialism, self-esteem, and apparel-product involvement. Family and Consumer Sciences Research Journal, 32(3), 291–314. https://doi.org/10.1177/1077727X03261178
