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The Effect of UGC (User Generated Content) and FOMO (Fear of Missing Out) on Gen Z’s Online Purchasing Decision in Bandung City on Online Start-ups

In: Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

Author

Listed:
  • Ni Putu Nurwita Pratami Wijaya

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Bambang Widjayanta

    (Universitas Pendidikan Indonesia)

  • Vanessa Gaffar

    (Universitas Pendidikan Indonesia)

Abstract

Generation Z is a generation that grew up amid a digital era that continues to grow so that technology becomes an integral part of their lives. Various trends then emerged, such as various kinds of content created by other users, known as User Generated Content (UGC) panic or fear due to missing information began to appear later in this generation group called Fear of Missing Out(FoMO). This study looks at the effect of UGC and FOMO on Gen Z purchasing decisions in Bandung City by taking a case study on online purchases at start-ups. Practically, this writing can be useful for start-up companies to see consumers who will become the majority in the Gen Z group. The research results from 126 respondents show that UGC and FoMO influence Gen Z’s online purchasing decisions at the Start-up in Bandung City.

Suggested Citation

  • Ni Putu Nurwita Pratami Wijaya & Ratih Hurriyati & Bambang Widjayanta & Vanessa Gaffar, 2024. "The Effect of UGC (User Generated Content) and FOMO (Fear of Missing Out) on Gen Z’s Online Purchasing Decision in Bandung City on Online Start-ups," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Lili Adi Wibowo & Sulastri Sulastri & Lisnawati Lisnawati (ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), pages 461-466, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-443-3_59
    DOI: 10.2991/978-94-6463-443-3_59
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