The Role of AI and FoMO in Marketing Transformation in Driving Generation Z Shopping Decisions
Abstract
This study examines how Artificial Intelligence (AI) and Fear of Missing Out (FoMO) contribute to changes in purchasing behavior among Generation Z. The study involved individuals aged 17 to 26 who actively use the Shopee platform. A total of 511 participants were recruited using convenience sampling, based on the Lemeshow formula for an unknown population size. Data analysis was conducted using SmartPLS 3, incorporating evaluation of convergent validity, Average Variance Extracted (AVE), discriminant validity, composite reliability, R-squared value, path significance, and effect size. The findings indicate that AI has a strong and statistically significant effect on purchasing decisions (f² = 0.813, p = 0.000), indicating its effectiveness in influencing Generation Z's online shopping behavior. In contrast, FoMO only showed a negligible and insignificant impact (f² = 0.018, p = 0.515), indicating limited empirical support for its role in shaping purchasing decisions.
References
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Hair Jr., J. F., M. Hult, G. T., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-030-80519-7
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Islam, M. A., Fakir, S. I., Masud, S. Bin, Hossen, M. D., Islam, M. T., & Siddiky, M. R. (2024). Artificial intelligence in digital marketing automation: Enhancing personalization, predictive analytics, and ethical integration. Edelweiss Applied Science and Technology, 8(6), 6498–6516. https://doi.org/10.55214/25768484.v8i6.3404
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Kumari, A., & Thakur, P. (2025b). Impact Assessment Of AI On Consumer Buying Decision. International Journal of Economic and Business Review-Peer Reviewed Journal, 13(1). https://doi.org/10.36713/epra2012
Kurniawan, R., & Utami, R. H. (2022). Validation of Online Fear of Missing Out (ON-FoMO) Scale in Indonesian Version. Jurnal Neo Konseling, 4(3), 1. https://doi.org/10.24036/00651kons2022
Marlina, N., & Mutiantari, R. (2022). Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Sale Jari (Studi Pada Mutia Rasa). Ekono Insentif, 16(1), 1–8. https://doi.org/10.36787/jei.v16i1.650
Mert, M., & Tengilimoğlu, D. (2023). The mediating role of FoMO and the moderating role of narcissism in the impact of social exclusion on compulsive buying: a cross-cultural study. Psicologia: Reflexao e Critica, 36(1). https://doi.org/10.1186/s41155-023-00274-y
Muhson, A. (2022). Analisis Statistik dengan SmartPLS: Path Analysis, Confirmatory Factor Analysis, & Structural Equation Modeling.
Nasrul Efendi, Pioner Pelawi, & Anto Tulim. (2024). Live Streaming, Content Marketing, Flash Sale In Online Shopping Decisions For E-Commerce. Jurnal Ekonomi, 29(3), 383–400. https://doi.org/10.24912/je.v29i3.2521
Pangkey, F. M., Furkan, L. M., & Mulyono, L. E. H. (2019). Pengaruh Artificial Intelligence dan Digital Marketing terhadap Minat Beli Konsumen. JMM UNRAM - Master Of Management Journal, 8(3), 258–269. https://doi.org/10.29303/jmm.v8i3.448
Permana, D., Abiyyah, H. N., & Hokroh, M. (2025). The Influence of Fear of Missing Out as the Mediating Variable against Purchase Decision. Journal of Sustainable Economic and Business, 2(1), 106–116. https://doi.org/10.70550/joseb.v2i1.85
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
Purwanto, N., Budiyanto, & Suhermin. (2022). Theory of Planned Behavior “Implementasi Perilaku Electronic Word of Mouth pada Konsumen Marketplace.” CV. Literasi Nusantara Abadi.
Ruiz-Viñals, C., Pretel-Jiménez, M., Del Olmo Arriaga, J. L., & Miró Pérez, A. (2024). The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research , 19(4), 2813–2827. https://doi.org/10.3390/jtaer19040136
Siddik, S., Mafaza, M., & Sembiring, L. S. (2020). Peran Harga Diri terhadap Fear of Missing Out pada Remaja Pengguna Situs Jejaring Sosial. Jurnal Psikologi Teori Dan Terapan, 10(2), 127. https://doi.org/10.26740/jptt.v10n2.p127-138
Wachyuni, S. S., Namira, S., Respati, R. D., & Teviningrum, S. (2024). Fenomena Fear Of Missing Out (FoMO) Terhadap Keputusan Pembelian Restoran Viral Karen’s Jakarta. Jurnal Bisnis Hospitaliti, 13(1), 89–101. https://doi.org/10.52352/jbh.v13i1.1382
Wahyuni, R., & Irfani, H. (2019). Pengaruh Lifestyle, Percieved Ease Of Use Dan Kepercayaan Terhadap Keputusan Pembelian Pada Toko Pakaian Online. Jurnal PSYCHE 165 Fakultas Psikologi, 12(2), 165–175. https://doi.org/10.35134/jpsy165.v12i2.36
Widyasari, S., Soliha, E., & Santoso, I. H. (2021). Fomsumerism : Mengembangkan Perilaku Conformity Consumption dengan Memanfaatkan Fear of Missing Out Konsumen. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 15(2). https://doi.org/10.32812/jibeka.v15i2.230
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William Yoo. (2024). The Impact of Artificial Intelligence on Marketing Strategies. International Journal of Science and Research Archive, 13(1), 3211–3223. https://doi.org/10.30574/ijsra.2024.13.1.2042
Alfarisi, A. R., & Sukaris, S. (2024). The Influence of Live Streaming, Fear of Missing Out (FoMO), and E-WOM on Purchase Decisions in TikTok Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2677–2686. https://doi.org/10.37641/jimkes.v12i6.2958
Alkudah, N. M., & Almomani, T. O. (2024). The Integration of Artificial Intelligence Techniques in E-Commerce: Enhancing Online Shopping Experience and Personalization. Global Journal of Economic and Business, 14(6), 640–658. https://doi.org/10.31559/GJEB2024.14.6.8
Apriyanti, S., & Wijayani, Q. N. (2024). The phenomenon of fear of missing out (FOMO) on tiktok application users with an analysis of Islamic educational psychology perspectives among Trunojoyo Madura University Students. EDUSOSHUM Journal of Islamic Education and Social Humanities, 4(1), 1–11. https://doi.org/10.52366/edusoshum.v4i1.78
Bright, L. F., & Logan, K. (2018). Is my fear of missing out (FOMO) causing fatigue? Advertising, social media fatigue, and the implications for consumers and brands. Internet Research, 28(5), 1213–1227. https://doi.org/10.1108/IntR-03-2017-0112
Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42. https://doi.org/10.1007/s11747-019-00696-0
Deci, E. L., & Ryan, R. M. (2000). The “What” and “Why” of Goal Pursuits: Human Needs and the Self-Determination of Behavior. Psychological Inquiry, 11(4). https://doi.org/10.1207/S15327965PLI1104_01
Dora, Y. M., & Saefudin, N. (2025). Artificial Intelligence Utilization on Consumer Purchase Decisions. Asian Journal of Economics, Business and Accounting, 25(4), 501–512. https://doi.org/10.9734/ajeba/2025/v25i41767
Dwi Hadya Jayani. (2021, May 24). Proporsi Populasi Generasi Z dan Milenial Terbesar di Indonesia. Https://Databoks.Katadata.Co.Id/Demografi/Statistik/7ae7f59c2a738bb/Proporsi-Populasi-Generasi-z-Dan-Milenial-Terbesar-Di-Indonesia.
Farrukh, M., Rafi, S., & Chand, P. (2024). Unlocking Consumer Behavior In Age Of Artificial Intelligence: A Study On Tailored Data, Privacy, Reservations, And Purchase Intentions. Journal of Social Research Development, 5(2), 297–308. https://doi.org/10.53664/jsrd/05-02-2024-25-297-308
G Manikandan, & G Bhuvaneswari. (2024). Measuring the Influence of Artificial Intelligence (AI) on Online Purchase Decisions-In Case of Indian Consumers. International Journal of Scientific Research in Science, Engineering and Technology, 250–259. https://doi.org/10.32628/ijsrset2411122
Good, M. C., & Hyman, M. R. (2020). Fear of missing out: antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330–341. https://doi.org/10.1080/10696679.2020.1766359
Hair Jr., J. F., M. Hult, G. T., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature Switzerland AG. https://doi.org/10.1007/978-3-030-80519-7
Huang, M. H., & Rust, R. T. (2018). Artificial Intelligence in Service. Journal of Service Research, 21(2), 155–172. https://doi.org/10.1177/1094670517752459
Islam, M. A., Fakir, S. I., Masud, S. Bin, Hossen, M. D., Islam, M. T., & Siddiky, M. R. (2024). Artificial intelligence in digital marketing automation: Enhancing personalization, predictive analytics, and ethical integration. Edelweiss Applied Science and Technology, 8(6), 6498–6516. https://doi.org/10.55214/25768484.v8i6.3404
Kartajaya, H., Setiawan, I., & Kotler, P. (2021). Marketing 5.0: Technology for Humanity. Gramedia Pustaka Utama.
Kumari, A., & Thakur, P. (2025a). Impact Assement Of AI On Consumer Buying Decision. International Journal of Economic and Business Review-Peer Reviewed Journal, 13(1). https://doi.org/10.36713/epra2012
Kumari, A., & Thakur, P. (2025b). Impact Assessment Of AI On Consumer Buying Decision. International Journal of Economic and Business Review-Peer Reviewed Journal, 13(1). https://doi.org/10.36713/epra2012
Kurniawan, R., & Utami, R. H. (2022). Validation of Online Fear of Missing Out (ON-FoMO) Scale in Indonesian Version. Jurnal Neo Konseling, 4(3), 1. https://doi.org/10.24036/00651kons2022
Marlina, N., & Mutiantari, R. (2022). Kualitas Produk Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Sale Jari (Studi Pada Mutia Rasa). Ekono Insentif, 16(1), 1–8. https://doi.org/10.36787/jei.v16i1.650
Mert, M., & Tengilimoğlu, D. (2023). The mediating role of FoMO and the moderating role of narcissism in the impact of social exclusion on compulsive buying: a cross-cultural study. Psicologia: Reflexao e Critica, 36(1). https://doi.org/10.1186/s41155-023-00274-y
Muhson, A. (2022). Analisis Statistik dengan SmartPLS: Path Analysis, Confirmatory Factor Analysis, & Structural Equation Modeling.
Nasrul Efendi, Pioner Pelawi, & Anto Tulim. (2024). Live Streaming, Content Marketing, Flash Sale In Online Shopping Decisions For E-Commerce. Jurnal Ekonomi, 29(3), 383–400. https://doi.org/10.24912/je.v29i3.2521
Pangkey, F. M., Furkan, L. M., & Mulyono, L. E. H. (2019). Pengaruh Artificial Intelligence dan Digital Marketing terhadap Minat Beli Konsumen. JMM UNRAM - Master Of Management Journal, 8(3), 258–269. https://doi.org/10.29303/jmm.v8i3.448
Permana, D., Abiyyah, H. N., & Hokroh, M. (2025). The Influence of Fear of Missing Out as the Mediating Variable against Purchase Decision. Journal of Sustainable Economic and Business, 2(1), 106–116. https://doi.org/10.70550/joseb.v2i1.85
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
Purwanto, N., Budiyanto, & Suhermin. (2022). Theory of Planned Behavior “Implementasi Perilaku Electronic Word of Mouth pada Konsumen Marketplace.” CV. Literasi Nusantara Abadi.
Ruiz-Viñals, C., Pretel-Jiménez, M., Del Olmo Arriaga, J. L., & Miró Pérez, A. (2024). The Influence of Artificial Intelligence on Generation Z’s Online Fashion Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research , 19(4), 2813–2827. https://doi.org/10.3390/jtaer19040136
Siddik, S., Mafaza, M., & Sembiring, L. S. (2020). Peran Harga Diri terhadap Fear of Missing Out pada Remaja Pengguna Situs Jejaring Sosial. Jurnal Psikologi Teori Dan Terapan, 10(2), 127. https://doi.org/10.26740/jptt.v10n2.p127-138
Wachyuni, S. S., Namira, S., Respati, R. D., & Teviningrum, S. (2024). Fenomena Fear Of Missing Out (FoMO) Terhadap Keputusan Pembelian Restoran Viral Karen’s Jakarta. Jurnal Bisnis Hospitaliti, 13(1), 89–101. https://doi.org/10.52352/jbh.v13i1.1382
Wahyuni, R., & Irfani, H. (2019). Pengaruh Lifestyle, Percieved Ease Of Use Dan Kepercayaan Terhadap Keputusan Pembelian Pada Toko Pakaian Online. Jurnal PSYCHE 165 Fakultas Psikologi, 12(2), 165–175. https://doi.org/10.35134/jpsy165.v12i2.36
Widyasari, S., Soliha, E., & Santoso, I. H. (2021). Fomsumerism : Mengembangkan Perilaku Conformity Consumption dengan Memanfaatkan Fear of Missing Out Konsumen. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 15(2). https://doi.org/10.32812/jibeka.v15i2.230
Wijoyo, H., Indrawan, I., Cahyono, Y., Handoko, A. L., & Santamoko, R. (2020). Generasi Z & Revolusi Industri 4.0 (1st ed.). CV. Pena Persada. www.penapersada.com
William Yoo. (2024). The Impact of Artificial Intelligence on Marketing Strategies. International Journal of Science and Research Archive, 13(1), 3211–3223. https://doi.org/10.30574/ijsra.2024.13.1.2042
Published
2025-10-09
How to Cite
EFENDI, Nasrul et al.
The Role of AI and FoMO in Marketing Transformation in Driving Generation Z Shopping Decisions.
JMK (Jurnal Manajemen dan Kewirausahaan), [S.l.], v. 10, n. 3, p. 111-127, oct. 2025.
ISSN 2656-0771.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/7721>. Date accessed: 23 jan. 2026.
doi: https://doi.org/10.32503/jmk.v10i3.7721.
Section
Artikel Ilmiah
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