Analisis Deskriptif Fenomena Fear of Missing Out (FOMO) dan Digital Engagement pada Konten Live Shopping TikTok di Kalangan Generasi Z di Indonesia

Sari, Aprilia Kartika (2026) Analisis Deskriptif Fenomena Fear of Missing Out (FOMO) dan Digital Engagement pada Konten Live Shopping TikTok di Kalangan Generasi Z di Indonesia. Tugas Akhir (S1) - thesis, Universitas Bakrie.

[thumbnail of Cover] Text (Cover)
00. Cover.pdf - Accepted Version
Download (1MB)
[thumbnail of BAB 1-3] Text (BAB 1-3)
01. BAB I-III.pdf - Accepted Version
Restricted to Registered users only
Download (894kB) | Request a copy
[thumbnail of BAB 4] Text (BAB 4)
02. BAB IV.pdf - Accepted Version
Restricted to Registered users only
Download (926kB) | Request a copy
[thumbnail of BAB 5] Text (BAB 5)
03. BAB V.pdf - Accepted Version
Restricted to Registered users only
Download (218kB) | Request a copy
[thumbnail of DAFTAR PUSTAKA] Text (DAFTAR PUSTAKA)
04. DAFTAR PUSTAKA.pdf - Accepted Version
Download (327kB)
[thumbnail of LAMPIRAN] Text (LAMPIRAN)
05. LAMPIRAN.pdf - Accepted Version
Restricted to Registered users only
Download (879kB) | Request a copy

Abstract

Analisis Deskriptif Fenomena Fear of Missing Out (FOMO) dan Digital Engagement pada Konten Live Shopping TikTok di Kalangan Generasi Z di Indonesia ABSTRACT This study aims to describe the levels of Fear of Missing Out (FOMO) and Digital Engagement among Generation Z when interacting with TikTok Live Shopping content, as well as their distribution based on respondents’ characteristics. The study employed a descriptive quantitative approach involving 385 Generation Z respondents in Indonesia, complemented by in-depth interviews with informants from extreme groups using extreme case sampling for qualitative exploration. The data were analyzed using descriptive statistics, cross-tabulation, the Chi-Square test, and thematic coding. The results indicate that FOMO was categorized as high, with an average score of 3.85. The dimension of Desire to Know the Latest Information recorded the highest average score of 4.00. Similarly, the level of Digital Engagement was also categorized as high, with an average score of 3.96, while Affective Engagement was the highest dimension, with an average score of 4.26. Based on the Chi-Square test, gender and age did not show significant associations with FOMO, whereas daily usage duration and access frequency showed significant associations. Meanwhile, gender, daily usage duration, and access frequency showed significant associations with Digital Engagement, while age did not show a significant association. The qualitative findings confirmed that informants in the upper extreme group, characterized by high levels of FOMO and Digital Engagement, were more responsive to triggering features such as limited-time offers and countdown timers. In contrast, the lower extreme group demonstrated stronger self-regulation. Keywords: Digital Engagement, Fear of Missing Out (FOMO), Generation Z, Live Shopping, Social Commerce, TikTok.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Digital Engagement, Fear of Missing Out (FOMO), Generation Z, Live Shopping, Social Commerce, TikTok.
Subjects: Customer Behavior
Marketing Management (Manajemen Pemasaran) > Digital Marketing (Pemasaran Digital)
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User: Aprilia Kartika Sari
Date Deposited: 17 Sep 2026 06:17
Last Modified: 17 Sep 2026 06:17
URI: https://repository.bakrie.ac.id/id/eprint/14855

Actions (login required)

View Item View Item