Pengaruh Digital Marketing Terhadap Keputusan Pembelian Sneakers Branded Melalui Hedonisme dan Fomo Sebagai Variabel Mediasi
Downloads
Perkembangan pesat platform digital, khususnya TikTok, telah mengubah perilaku konsumen di Indonesia secara fundamental, terutama dalam pembelian sneakers bermerek. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing terhadap keputusan pembelian sneakers branded dengan hedonisme dan Fear of Missing Out (FOMO) sebagai variabel mediasi. Berlandaskan teori Stimulus-Organism-Response (S-O-R), penelitian ini berhipotesis bahwa stimulus digital marketing memicu respons psikologis berupa hedonisme dan FOMO yang kemudian mendorong keputusan pembelian. Pendekatan kuantitatif digunakan dengan data yang dikumpulkan dari 200 responden pengguna aktif TikTok yang pernah membeli sneakers branded minimal sekali melalui platform tersebut menggunakan teknik purposive sampling. Analisis data menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Hasil penelitian menunjukkan bahwa digital marketing berpengaruh positif dan signifikan terhadap hedonisme (t=3,429), FOMO (t=4,411), dan keputusan pembelian (t=2,909). Hedonisme (t=2,201) dan FOMO (t=9,450) juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Terkait mediasi, FOMO terbukti memediasi secara signifikan pengaruh digital marketing terhadap keputusan pembelian (t=4,091), sedangkan hedonisme tidak terbukti sebagai mediator yang signifikan (t=1,746, p=0,081). FOMO menunjukkan effect size terbesar (f²=0,442) di antara semua variabel. Temuan ini mengonfirmasi bahwa mekanisme psikologis, khususnya FOMO, memainkan peran krusial dalam mengubah paparan digital marketing menjadi perilaku pembelian nyata pada konsumen sneakers branded di platform media sosial.
APJII. (2025). Survey Penetrasi Internet Indonesia 2025. Assosiasi Penyelenggara Jasa Internet Indonesia.
Azid, R. M., & Machfudz, M. (2023). Apakah Promosi Islami dan Hedonic Shopping Motivation Mempengaruhi Perilaku Impulsive Buying Generasi Z? Al-Tijary, 8(2), 99–112. https://doi.org/10.21093/at.v8i2.4972
BPS. (2025). Statistik Telekomunikasi Indonesia. 53,2025, 790.
Budi Harto, Abdul Rozak, & Arief Yanto Rukmana. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 7(1), 67–74. https://doi.org/10.38204/atrabis.v7i1.546
Dave Chaffey & Fiona Ellis-Chadwick. (2019). Digital Marketing: Strategy, Implementation and Practice (7th Edition). Pearson.
Dewi, L. K. C., Widagdo, S., Martini, L. K. B., & Suardana, I. B. R. (2022). Pengaruh Digital Marketing Dan Customer Relationship Marketing Terhadap Keputusan Wisatawan Dengan Brand Image Sebagai Variabel Mediasi. EKUITAS (Jurnal Ekonomi Dan Keuangan), 6(2), 243–270. https://doi.org/10.24034/j25485024.y2022.v6.i2.5205
Fitrianingsih, Bachri, M. (2025). Entrepreneurship Bisnis Manajemen Akuntansi Pengaruh content marketing dan electronic word of mouth ( E-WoM ) terhadap purchase decision produk Skin1004 yang dimediasi oleh fear of missing out ( FoMO ) ( studi kasus pada Gen Z di Kota Palu ). 6(1), 167–187.
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2014). Partial least squares structural equation modeling ( PLS-SEM ) An emerging tool in business research. https://doi.org/10.1108/EBR-10-2013-0128
Hair, J. F., Hult, G. T. M., & Ringle, C. M. (2017). A Primer on Partial Least Squares Structural Equation Modeling ( PLS-SEM ).
Jayadi, J., Putra, E. I., & Murwani, I. A. (2022). The Implementation of S-O-R Framework (Stimulus, Organism, and Response) in User Behavior Analysis of Instagram Shop Features on Purchase Intention. Scholars Journal of Engineering and Technology, 10(4), 42–53. https://doi.org/10.36347/sjet.2022.v10i04.003
Khaida Rahayu Oktora, & Nur Hayati. (2025). Pengaruh FOMO dan E-WOM terhadap Pembelian Impulsif Produk The Originote di Shopee (Studi pada Gen-Z Kota Bandung). Jurnal Ekonomi, Manajemen Pariwisata Dan Perhotelan, 5(1), 453–468. https://doi.org/10.55606/jempper.v5i1.5958
KIC. (2023). Deretan Merek Sneakers Paling Disukai Masyarakat Indonesia. Databoks.
Kompas. (2024). Data Volume Pasar Sneakers.
Mahmud, D., Heryanto, F. N., & Muzaki, H. (2023). The Influence of Hedonic Motivation, Influncer Marketing on Purchase Decision with FOMO (Fear of Missing Out) as Mediation Article history?: Keywords?: Influencer Marketing?; Hedonic Motivation?; Mahmud , D ., Heryanto , F . N ., Muzaki , H ., Mustika. 1–29.
Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The influence of hedonic motivation, influencer marketing on purchase decision with FOMO (fear of missing out) as mediation. International Journal of Professional Business Review, 8(11), e03834. https://doi.org/10.26668/businessreview/2023.v8i11.3834
Momentum Works. (2025). No Title. Leet Media.
Prihadi, D., Irawan, B. H., Subroto, S., Studi, P., Digital, B., Tegal, U. P., Manajemen, P. S., & Tegal, U. P. (2022). Pengaruh Digital Marketing , Sistem Paylater , Diskon Harbolnas Terhadap Motivasi Hedonis. 15(2), 122–136.
Ridhlo Sakti Utomo, Santi Susanti, & Sri Zulaihati. (2025). Pengaruh Fear of Missing Out, Gaya Hidup, dan Literasi Keuangan Terhadap Pembelian Impulsif. PENG: Jurnal Ekonomi Dan Manajemen, 2(4), 4117–4137. https://doi.org/10.62710/fpx2c658
Sulistiyani, E. (2025). Social Proof as A Leveraging Variable For Purchasing Decisions. Matrik?: Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 33. https://doi.org/10.24843/matrik:jmbk.2025.v19.i01.p04
Suwandi, D. S., & Balqiah, T. E. (2023). Factors Increasing Loyalty of Local Cosmetic Brands: A Study on Generation Z in Indonesia. Binus Business Review, 14(3), 285–296. https://doi.org/10.21512/bbr.v14i3.9742
Tusanputri, A. (2021). Pengaruh iklan dan program gratis ongkir terhadap keputusan pembelian pada platform e-commerce tiktok shop. Forum Ekonomi, 23(4), 632–639.
we are social. (2025). Data Pengguna Internet dan Media Social di Indonesia. We Are Social.
Yusa, V. De, MS, M., & Bangsawan, S. (2023). The Effect of Utilitarian and Hedonic Values on Consumption Behavior in Online Purchase of Fashion Sneakers among Generation Z. International Journal of Business, Economics & Financial Studies, 1(1), 24–28. https://doi.org/10.62157/ijbefs.v1i1.11
Zatira, F. D. D. T. A. R. D. (2022). Analisis Digital Marketing Dan Atribut Produk Analysis of Digital Marketing and Product Attributes. 1(1), 39–52.
Zhang, L., Chen, M., & Zamil, A. M. A. (2023). Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm. Frontiers in Psychology, 14(February), 1–12. https://doi.org/10.3389/fpsyg.2023.1069050
Copyright (c) 2026 Netty Fabiola Karendyna, Gusti Noorlitaria Achmad, Dwi Martiyanti
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:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International (CC-BY-SA). that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- 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.
- 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.
