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All Journal Journal Economics Technology and Entrepreneur
Alfina Nisa Ameilia
Universitas Teknologi Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences Other

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PENGARUH LIVE STREAMING, FEAR OF MISSING OUT (FOMO), DAN PAY LATER TERHADAP DISONANSI KOGNITIF PASCA PEMBELIAN MELALUI IMPULSE BUYING SEBAGAI VARIABEL MEDIASI PADA GENERASI Z PENGGUNA SHOPEE Alfina Nisa Ameilia; Ristianawati Dwi Utami
Journal Economics Technology And Entrepreneur Vol 5 No 2 (2026): ECOTECHNOPRENEUR : JOURNAL ECONOMICS, TECHNOLOGY AND ENTREPRENEUR
Publisher : Pusat Studi Ekonomi, Publikasi Ilmiah dan Pengembangan SDM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62668/ecotechnopreneur.v5i2.2538

Abstract

This study aims to examine the effects of live streaming, Fear of Missing Out (FoMO), and pay later on post-purchase cognitive dissonance through impulse buying as a mediating variable among Generation Z Shopee users. Grounded in the Stimulus-Organism-Response (S-O-R) Theory, this quantitative study explains how technological, financial, and psychological stimuli influence impulsive buying behavior and its psychological consequences. Primary data were collected through an online questionnaire distributed via Google Forms to 200 Generation Z respondents in the Special Region of Yogyakarta who actively used Shopee Live and SPayLater. Respondents were selected using purposive sampling, and the data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. The findings reveal that live streaming, FoMO, and pay later have positive and significant effects on impulse buying. Furthermore, impulse buying significantly influences post-purchase cognitive dissonance and mediates the relationships between the three independent variables and post-purchase cognitive dissonance.
Co-Authors Ristianawati Dwi Utami