The research shows that lifestyle products—especially fashion—are no longer purchased solely for practical use. For Generation Z, fashion has become a symbol of identity and social relevance, amplified by constant exposure to trends on social media platforms.
Digital Pressure Behind Lifestyle Spending
The rapid growth of social media and e-commerce has changed how young consumers interact with brands. Visual content, promotions, and real-time updates create emotional triggers that encourage spontaneous purchases. In this environment, buying decisions are often made quickly, driven by excitement, social influence, and the fear of being left behind.
The authors note that Generation Z is particularly vulnerable to these pressures due to their high level of digital connectivity and frequent engagement with online trends.
How the Study Was Conducted
The study used a quantitative survey involving 100 Generation Z respondents in Yogyakarta who actively use social media and purchase lifestyle fashion products. Data were collected through structured questionnaires and analyzed to measure the influence of social media marketing, influencer marketing, and FOMO on impulsive buying behavior.
Rather than focusing on complex technical models, the analysis compared how strongly each factor contributed to unplanned purchasing decisions.
Key Findings
The study highlights several important findings:
- Social media marketing has a positive and significant influence on impulsive buying. Interactive, informative, and entertaining content increases the likelihood of spontaneous purchases.
- FOMO is the most dominant factor driving impulsive buying. Anxiety about missing trends, promotions, or peer experiences strongly pushes consumers to buy without prior planning.
- Influencer marketing also shows a significant effect, although its influence varies depending on credibility, relevance, and audience trust.
- Together, these factors explain 97.6 percent of impulsive buying behavior among respondents, indicating a very strong combined impact.
According to the authors, frequent exposure to fashion trends, limited-time promotions, and peer activities on social media intensifies emotional responses that override rational consideration.
Implications for Business and Society
These findings carry clear implications for businesses in the lifestyle and fashion sectors. Brands targeting Generation Z are encouraged to design social media strategies that emphasize relevance, engagement, and trend alignment. At the same time, FOMO-based tactics—such as limited offers or exclusive launches—can be effective when applied responsibly.
For consumers and educators, the study underscores the need for greater awareness of digital pressure and emotional spending. Understanding how social media and FOMO influence behavior can help young consumers make more conscious purchasing decisions.
As Alim Risaldi from Universitas Mercu Buana explains, the results confirm that impulsive buying among Generation Z is not accidental, but closely linked to digital stimuli and psychological factors embedded in everyday online experiences.
Author Profiles
- Alim Risaldi, S.E., M.M. - Universitas Mercu Buana
- Audita Nuvriasari, S.E., M.M. - Universitas Mercu Buana
Research Source
Risaldi, A., & Nuvriasari, A. (2026).
The Influence of Social Media Marketing, Influencer Marketing, and FOMO on Impulsive Buying of Lifestyle Products: A Study of Generation Z in Yogyakarta.
International Journal of Business and Applied Economics (IJBAE), 5(1), 125–140.
DOI: https://doi.org/10.55927/ijbae.v5i1.558
URL: https://nblformosapublisher.org/index.php/ijbae
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