Eksplorasi Pengalaman Fear of Missing Out (FOMO) Dalam Praktik Pembelian Impulsif Generasi Z di TikTok: Studi Netnografi

Afifah Aulia (Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta)
Andi Setyawan (Program Studi Ilmu Komunikasi, Fakultas Komunikasi dan Bahasa, Universitas Bina Sarana Informatika, Jakarta)

Brand Communication
Vol. 5 No. 4 (2026): Nettizen Sebagai Audiens Pada Gawai Internet

TikTok is a social media platform widely popular among Generation Z, whose For You Page (FYP) algorithm drives repeated and personalized content exposure. Local brands such as Mykonos leverage this condition to market their products, giving rise to the phenomenon of Fear of Missing Out (FOMO), which is linked to users' impulsive buying behavior. This study aims to explore and deeply understand the experiences and meaning-making of Generation Z TikTok users regarding FOMO in impulsive buying practices within the Mykonos brand community. The study uses a qualitative approach with a netnographic design, involving observation of five TikTok contents, analysis of one hundred user comments, and in-depth interviews with three informants selected through purposive sampling, with data analyzed using NVivo 12 Pro software. The results show that TikTok functions as a space for Computer-Mediated Communication that connects brands, content creators, and users, shaping the perception that a product is currently popular. Exposure to positive reviews, creator recommendations, limited-stock information, and live shopping triggers FOMO, which drives some users to make spontaneous purchases, although individual responses to this condition vary.