PENGARUH MYOPIC LOSS AVERSION TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE MELALUI FEAR OF MISSING OUT (Studi Kasus Konsumen Generasi Z Sidoarjo di Marketplace Shopee)

Penelitian ini bertujuan untuk mengetahui efek dari perilaku Myopic loss Aversion, Fear of Missing out terhadap keputusan pembelian yang dilakukan di marketplace Shopee. Metode penelitian yang digunakan adalah metode penelitian kuantitatif deskriptif dengan menggunakan alat analisis SEM-PLS 4.0. Penelitian ini menggunakan analisis deskriptif dengan jumlah sampel sebanyak 135 responden generasi Z di Sidoarjo. Hasil penelitian ini menunjukkan 1) Adanya pengaruh signifikan perilaku Myopic Loss Aversion tehadap perilaku Fear of Missing out. 2) Perilaku Myopic Loss Aversion terhadap Keputusan Pembelian. 3) Tidak ditemukannya hasil yang signifikan terdahap perilaku Fear of Missing out pada Keputusan Pembelian. 4) Secara Mediasi Fear of Missing out tidak berpengaruh secara signifikan terhadap perilaku Myopic Loss Aversion terhadap Keputusan Pembelian di Marketplace yang dilakukan generasi Z Sidoarjo.
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This study aims to determine the effect of Myopic loss Aversion, Fear of Missing out behavior on purchasing decisions made on the Shopee marketplace. The research method used is a descriptive quantitative research method using the SEM-PLS 4.0 analysis tool. This study used descriptive analysis with a total sample of 135 Z-generation respondents in Sidoarjo. The results of this study indicate 1) There is a significant influence of Myopic Loss Aversion behavior on Fear of Missing out behavior. 2) Myopic Loss Aversion Behavior on Purchasing Decisions. 3) No significant results were found on the Fear of Missing out behavior on Purchase Decisions. 4) Mediationally, Fear of Missing Out has no significant effect on Myopic Loss Aversion behavior on Purchase Decisions in the Marketplace by Generation Z Sidoarjo.