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All Journal Jurnal Kependidikan: Jurnal Hasil Penelitian dan Kajian Kepustakaan di Bidang Pendidikan, Pengajaran dan Pembelajaran Journal of Innovative and Creativity
Hizbul Khootimah Azzaakiyyah
Universitas Mandiri
Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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AI dan Budaya FOMO Gen Z Menjelang Tahun Baru: Implikasi bagi Pemasaran UMKM Hizbul Khootimah Azzaakiyyah; Riko Mersandro Permana
Journal of Innovative and Creativity Vol. 5 No. 3 (2025)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v5i3.6169

Abstract

Perkembangan kecerdasan buatan (Artificial Intelligence/AI) telah mengubah secara fundamental strategi pemasaran digital, khususnya dalam membentuk perilaku konsumsi Generasi Z yang sangat dipengaruhi oleh budaya Fear of Missing Out (FOMO). Menjelang periode Tahun Baru, intensitas penggunaan media sosial dan eksposur konten berbasis algoritma meningkat secara signifikan, sehingga memperkuat dorongan konsumsi berbasis tekanan sosial dan persepsi urgensi. Penelitian ini bertujuan untuk menganalisis peran AI dalam membentuk budaya FOMO Generasi Z serta implikasinya terhadap strategi pemasaran Usaha Mikro, Kecil, dan Menengah (UMKM). Penelitian ini menggunakan pendekatan kualitatif dengan metode tinjauan pustaka dan analisis deskriptif terhadap 29 artikel terpilih yang diterbitkan pada periode 2021–2025, yang diperoleh melalui Google Scholar dan sumber daring kredibel lainnya. Hasil kajian menunjukkan bahwa AI melalui algoritma media sosial, sistem rekomendasi, dan iklan tertarget berperan sebagai penguat utama budaya FOMO, yang mendorong keterlibatan emosional dan keputusan pembelian impulsif pada Gen Z. Bagi UMKM, pemanfaatan AI membuka peluang peningkatan visibilitas dan penjualan, namun juga menghadirkan risiko kelelahan digital dan penurunan kepercayaan konsumen jika tidak dikelola secara etis. Penelitian ini menegaskan pentingnya strategi pemasaran berbasis AI yang berkelanjutan, berorientasi nilai, dan sensitif terhadap dinamika psikologis konsumen muda.
Entrepreneurship Education and Perceived Economic Opportunities as Determinants of Students’ Entrepreneurial Decisions: The Mediating Role of Risk-Taking Behavior Sutrisno; Abu Muna Almaududi Ausat; Syamsuri; Susatyo Adhi Pramono; Hizbul Khootimah Azzaakiyyah; Muhammad Aqib Shafiq
Jurnal Kependidikan : Jurnal Hasil Penelitian dan Kajian Kepustakaan di Bidang Pendidikan, Pengajaran, dan Pembelajaran Vol. 12 No. 2 (2026): June (IN PRESS)
Publisher : LPPM Universitas Pendidikan Mandalika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33394/jk.v12i2.20617

Abstract

This study aims to examine the influence of entrepreneurship education and perceived economic opportunities on students’ entrepreneurial decisions through risk-taking behavior as a mediating variable. This research integrates the Theory of Planned Behavior (TPB) and Behavioral Finance Theory (BFT) to explain how knowledge, opportunity perception, and psychological attitudes toward risk shape entrepreneurial decision-making among students. A quantitative approach was employed using a structured questionnaire distributed to university students in Semarang City who had participated in entrepreneurship courses. A total of 104 valid responses were analyzed using SEM-PLS, with respondents selected through a purposive sampling technique based on specific research criteria. The results indicate that entrepreneurship education and perceived economic opportunities have positive and significant effects on students’ risk-taking behavior. Furthermore, risk-taking behavior significantly influences students’ entrepreneurial decisions. The analysis also confirms that risk-taking behavior partially mediates the relationship between entrepreneurship education, perceived economic opportunities, and students’ entrepreneurial decisions. These findings highlight that entrepreneurial decisions among students are influenced not only by entrepreneurial knowledge and opportunity recognition but also by psychological readiness to take risks in uncertain economic conditions.
Co-Authors Abu Muna Almaududi Ausat Muhammad Aqib Shafiq Riko Mersandro Permana Susatyo Adhi Pramono, Susatyo Adhi Sutrisno Sutrisno Syamsuri Syamsuri