ANALISIS PRINSIP EKONOMI ISLAM TENTANG PERILAKU FoMO GEN Z DALAM PEMBELIAN MAKANAN VIRAL DI TIKTOK (Studi Kasus pada Gen Z di Kota Cilegon)

Devinta Putri Ayu (Universitas Sultan Ageng Tirtayasa)
Muhamad Fakhrudin (Universitas Sultan Ageng Tirtayasa)
Mohamad Ainun Najib (Universitas Sultan Ageng Tirtayasa)

Jurnal Ekonomika dan Bisnis Islam
Vol 9 No 1 (2026): April

This study examines the Fear of Missing Out (FoMO) behavior of Generation Z in purchasing viral food on TikTok from the perspective of Islamic economics. This research employs a qualitative method with a case study approach. Data were collected through interviews, observations, and documentation involving Generation Z in Cilegon City. The results indicate that FoMO behavior in purchasing viral food is influenced by social media exposure, peer pressure, and the ease of digital transactions, which encourage impulsive consumption behavior. From the perspective of Islamic economics based on M. Umer Chapra’s framework and maqāṣid al-sharī‘ah, this behavior shows inconsistency with Islamic consumption principles, particularly regarding the prohibition of extravagance (israf), self-control, and balance between material and spiritual needs. However, this study also finds that some informants have developed awareness and begun to apply consumption behaviors that are ore aligned with Islamic values.