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All Journal JURNAL MANAJEMEN DAN AKUNTANSI Jurnal Keuangan dan Perbankan JAM : Jurnal Aplikasi Manajemen EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis EQIEN - JURNAL EKONOMI DAN BISNIS PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Tourism: Jurnal Travel, Hospitality, Culture, Destination, and MICE COMMICAST Journal of Management and Entrepreneurship Research International Journal of Management Science and Information Technology (IJMSIT) J-ESA (Jurnal Ekonomi Syariah) EKONOMIKA45 IIJSE Indonesian Journal of Economics, Business, Accounting, and Management
Ratna Roostika
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Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Journal of Management and Entrepreneurship Research

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Social Cognitive Factors Influencing Social Commerce Engagement among Generation Z in Indonesia Auliya, Zakky Fahma; Suyanto, Muhammad; Hidayat, Anas; Roostika, Ratna
Journal of Management and Entrepreneurship Research Vol. 6 No. 2 (2025)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2025.6.06.2-66

Abstract

Objective: This study investigates the social cognitive factors influencing social commerce engagement, focusing on Generation Z users in Indonesia. The objective is to explore the roles of subjective norms, perceived utilitarian value, self-efficacy, and the fear of missing out (FoMO) in shaping purchase intentions on platforms like TikTok. Research Design & Methods: This study uses an explanatory research design to test causal relationships between variables, focusing on Generation Z TikTok users in Indonesia. A non-probability and convenience sampling method was used, with a sample size of 325 respondents, which falls within the recommended range of 100-400 respondents. Findings: Subjective norms were found to significantly influence purchase intentions in collectivist cultures like Indonesia. Perceived utilitarian value, such as convenience and cost-efficiency, also positively impacts purchase intentions. Self-efficacy boosts consumer confidence in navigating social commerce platforms, enhancing purchase intentions. FoMO serves as a crucial mediator, especially during time-sensitive sales or influencer promotions, increasing urgency in purchasing decisions. The intention to buy strongly correlates with actual purchases. Implications and Recommendations: Marketers should leverage micro-influencers to build trust in niche communities. AI algorithms can predict trends from user behavior, while integrating augmented reality (AR) features can improve engagement. Creating exclusive content and limited-time offers can amplify FoMO, encouraging quicker purchase decisions. Clear return policies and product reviews can further enhance consumer confidence. Contribution & Value Added: This study integrates FoMO into social cognitive theory (SCT), offering valuable insights into the psychological factors shaping social commerce behavior. It provides actionable recommendations for marketers to optimize engagement and drive sales.
Co-Authors Anas Hidayat, Anas Andriyastuti Suratman, Andriyastuti Audia Shifa Alifiana Auliya, Zakky Fahma Bafadal, Amalia Christin Susilowati Fauziah, Rizka Fillah Kusumawati, Rizqi Adhyka Mauladi, Fachmi Ahmad Muafi, ' Muhammad Addien Riski Muhammad Suyanto, Muhammad Mumpuni, Punik Nasution, Hanny Safera, Vania Konita Syakhira Iswan, Zahra Titik Kuntari Valentino, Calvin Wahyuningsih Wahyuningsih Wardhani, Nugrahani Puspa Wulandari, Alfia Putri Yulia Hendri Yeni Zaenal Arifin