Pengaruh Mediasi Gaya Hidup Hedonis terhadap FoMO, Perilaku Konsumen Hijau dan Keputusan Pembelian Tumbler Corkcicle pada Gen Z di Bandung

Authors

  • Leni Siti Khoirunnisa Universitas Telkom, Bandung, Indonesia
  • Donni Junipriansa Universitas Telkom, Bandung, Indonesia
  • Ati Mustikasari Universitas Telkom, Bandung, Indonesia

DOI:

https://doi.org/10.38035/jimt.v7i4.8157

Keywords:

Corkcicle, FoMO (Fear of Missing Out), Gaya Hidup Hedonis, Keputusan Pembelian, Perilaku Konsumen Hijau

Abstract

Sebagian besar generasi muda, khususnya Gen Z di Bandung mengalami FoMO (Fear of Missing Out) yaitu rasa ketakutan ketertinggalan tren yang tengah digemari orang-orang. Selain itu, Gen Z memiliki kesadaran tinggi untuk menjaga lingkungan. Mereka seringkali menggunakan tumbler (botol minum) untuk mengurangi limbah plastik. Tetapi tren penggunaan tumbler kini mengalami pergeseran, berawal dari kesadaran untuk menjaga lingkungan, menjadi representasi status sosial karena adanya tumbler premium dengan harga tinggi seperti Corkcicle. Hal ini menjadi pemicu munculnya gaya hidup hedonis pada Gen Z yang FoMO untuk menggunakan tumbler Corkcicle. Penelitian ini ditujukan guna menganalisis faktor nonfungsional seperti pengaruh FoMO dan perilaku konsumen hijau terhadap keputusan pembelian tumbler Corkcicle pada Gen Z di Bandung, baik langsung maupun tidak langsung lewat mediasi gaya hidup hedonis. Penelitian ini mempergunakan metode kuantitatif, dalam mengumpulkan datanya dipergunakan teknik kuesioner daring terhadap 160 responden Gen Z di Bandung, kemudian dianalisis menggunakan SmartPLS 4. Hasil analisis menunjukkan bahwa faktor nonfungsional seperti FoMO dan perilaku konsumen hijau berpengaruh positif dan signifikan pada keputusan pembelian, dalam konteks langsung ataupun lewat mediasi gaya hidup hedonis. Bisa diambil simpulan, makin tingginya FoMO dan kepedulian terhadap lingkungan, nantinya makin tinggi juga peluang seseorang mengadopsi gaya hidup hedonis dalam mempraktikkan pembelian produk.

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Published

2026-04-18

How to Cite

Khoirunnisa, L. S., Junipriansa, D., & Mustikasari, A. (2026). Pengaruh Mediasi Gaya Hidup Hedonis terhadap FoMO, Perilaku Konsumen Hijau dan Keputusan Pembelian Tumbler Corkcicle pada Gen Z di Bandung. Jurnal Ilmu Manajemen Terapan, 7(4), 925–937. https://doi.org/10.38035/jimt.v7i4.8157

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Vol. 7 No. 4 (2026): Jurnal Ilmu Manajemen Terapan (Maret - April 2026)

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Copyright (c) 2026 Leni Siti Khoirunnisa, Donni Junipriansa, Ati Mustikasari

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