Pengaruh Sales Promotion dan FOMO terhadap Impulse Buying dan Kepuasan Pelanggan di Shopee

Abstract

Belanja impulsif pada Generasi Z sering dipicu oleh strategi promosi dan kondisi psikologis konsumen, namun pengaruhnya terhadap kepuasan pelanggan masih perlu dikaji. Penelitian ini bertujuan menganalisis pengaruh sales promotion dan Fear of Missing Out (FOMO) terhadap impulse buying dan kepuasan pelanggan pada Generasi Z pengguna Shopee. Penelitian ini menggunakan pendekatan kuantitatif melalui survei terhadap 144 responden Generasi Z di Jabodetabek dan Jawa Barat pada Maret 2026 yang dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa sales promotion berpengaruh positif dan signifikan terhadap FOMO, impulse buying, dan kepuasan pelanggan. Selain itu, FOMO berpengaruh positif terhadap impulse buying, namun tidak berpengaruh signifikan terhadap kepuasan pelanggan. Impulse buying juga tidak berpengaruh signifikan terhadap kepuasan pelanggan. Penelitian ini merekomendasikan pelaku usaha di Shopee untuk memanfaatkan promosi secara optimal serta meningkatkan kualitas produk dan layanan pascapembelian guna menciptakan kepuasan pelanggan dan mendorong pembelian ulang.

Impulse buying among Generation Z is often influenced by promotional strategies and consumers' psychological conditions, yet its effect on customer satisfaction remains inconclusive. This study aims to analyze the influence of sales promotion and Fear of Missing Out (FOMO) on impulse buying and customer satisfaction among Generation Z Shopee users. A quantitative survey was conducted with 144 Generation Z respondents in Jabodetabek and West Java in March 2026, and the data were analyzed using SEM-PLS. The results show that sales promotion has a positive and significant effect on FOMO, impulse buying, and customer satisfaction. In addition, FOMO has a positive and significant effect on impulse buying, but has no significant effect on customer satisfaction. Impulse buying also has no significant effect on customer satisfaction. This study recommends that sellers on Shopee optimize promotional strategies while maintaining product quality and post-purchase services to enhance customer satisfaction and encourage repeat purchases.