The Effect of Fomo And The Principle of Qana’ah on The Panic Buying Behavior of Gen Z During Flash Sales of Fashion Products on The E-Commerce Platform Shopee

Authors

  • Syakir Jamaluddin Program Studi Ekonomi Syariah, Fakultas Agama Islam, Universitas Muhammadiyah Yogyakarta, DI Yogyakarta, Indonesia
  • Sarni Sarni Program Studi Ekonomi Syariah, Fakultas Agama Islam, Universitas Muhammadiyah Yogyakarta, DI Yogyakarta, Indonesia
  • Cahyo Setiadi Ramadhan Program Studi Komunikasi Penyiaran Islam, Fakultas Agama Islam, Universitas Muhammadiyah Yogyakarta, DI Yogyakarta, Indonesia

DOI:

https://doi.org/10.51601/ijse.v5i2.142

Abstract

The rapid development of digital marketing strategies in e-commerce has increasingly encouraged irrational consumer behavior during flash sales, particularly among Gen Z, who are more familiar with the digital world. This study aims to determine the effects of FOMO and the principle of qana'ah (contentment with what one has)on panic buying behavior in Gen Z during flash sales of fashion products on the e-commerce platform Shopee. The research employed a quantitative method, using primary data collected through questionnaires completed by 250 Gen Z respondents who are active Shopee users. The sampling technique employed was non-probability, purposive sampling, using a Likert scale questionnaire instrument. The data analysis involved validity and reliability tests, classical assumption tests, and multiple linear regression analysis with a focus on partial tests (t-tests). The data analysis was carried out using the Statistic Product and Service Solution (SPSS) software, version 25. The results show that (1) FOMO partially has a positive and significant effect on panic buying behavior; and (2) the principle of qana'ah partially does not have a significant effect on panic buying behavior.

Downloads

Download data is not yet available.

References

. Abdusshomad, A. (2020). Penerapan Sifat Qanaah Dalam Mengendalikan Hawa Nafsu Duniawi. Jurnal Asy-Syukriyyah, 21(1), 21–33. https://doi.org/10.36769/asy.v21i1.95

. Ahdiat, A. (2023). 5 E-Commerce dengan Pengunjung Terbanyak Kuartal I 2023 TEKNOLOGI & TE. In Databoks (pp. 5–6). https://databoks.katadata.co.id/datapublish/2023/05/03/5-e-commerce- dengan-pengunjung-terbanyak-kuartal-i-2023.

. Erwin Harahap, D., Astuti Kuswardani, R. ., HS Siregar, T. ., & Darwis, M. . (2024). Nira Production In Terms Of Slope Level In South Tapanuli District. International Journal of Science and Environment (IJSE), 4(4), 112–116. https://doi.org/10.51601/ijse.v4i4.115

. Fitra Syawa Harahap, Arman, I. ., Harahap, N. ., Ahmad Syawaluddin, F. ., & Fitra Yana, R. . (2022). Provision of Chicken Manure and Urea Fertilizer on the Chemical Characteristics of Ultisol Soil in Bilah Barat District. International Journal of Science and Environment (IJSE), 2(3), 98–103. https://doi.org/10.51601/ijse.v2i3.34

. Tari Honda, J., M. Yelwa, J. ., Ulteino, A. N. ., Abudllahi, S. ., A. S, U. ., Anchau, H. G. ., & Michael Kalu, K. . (2023). Optimization Of Biosorption Conditions For Crude Oil Spills Using Acetylated And Unacetylated Biosorbents Derived From Cissus Populnea Leaves Stem And Roots. International Journal of Science and Environment (IJSE), 3(2), 51–65. https://doi.org/10.51601/ijse.v3i2.67

. Sinambela, M. ., Simangunsong, S., & Harahap, A. . (2023). Conditions Of Phytoplankton Community Structure In Lake Toba Ajibata, Toba Samosir Regency. International Journal of Science and Environment (IJSE), 3(2), 66–70. https://doi.org/10.51601/ijse.v3i2.68

. Fabriar, S. R. (2020). AGAMA, MODERNITAS DAN MENTALITAS: Implikasi Konsep Qana’ah Hamka Terhadap Kesehatan Mental. MUHARRIK: Jurnal Dakwah Dan Sosial, 3(02), 227–243. https://doi.org/10.37680/muharrik.v3i02.465

. Fisnu Anggara Fitrianta & Ayatullah Kutub Hardew. (2024). Hubungan Qana’ah dengan Perilaku Konsumtif pada Mahasiswa Rantau.

. Iskamto, D., & Gunawan, R. I. (2023). Impulse Purchase Behaviour on The Shopee Platform and The Role of Real-Time Commerce Marketing. Jurnal Manajemen Bisnis, 10(2), 444–461. https://doi.org/10.33096/jmb.v10i2.623.

. Kristyowati, Y., & Sekolah Tinggi Theologi Indonesia Manado, Mt. (2021). Generasi “Z” Dan Strategi Melayaninya. 02(1), 23–34. https://doi.org/10.31219/osf.io/w3d7s

. Mandas, A. L., & Silfiyah, K. (2022). Social Self-Esteem dan Fear of Missing Out Pada Generasi Z Pengguna Media Sosial. Skripsi . Malang: Universitas Muhammadiyah Malang. Jurnal Sinestesia, 12(1), 19–27. https://sinestesia.pustaka.my.id/journal/article/view/78.

. Maslow, A. H. (2017). A theory of human motivation. Defining and Classifying Children in Need, 101–127. https://doi.org/10.4324/9781315258324-16

. Muharam, G. M., Sulistiya, D., Sari, N., Fahmy, Z., & Zikrinawati, K. (2023). Experimental Student Experiences The Effect of Fear of Missing Out (FoMO) and Peer Conformity on Impulsive Buying in Semarang City Students (Study on TikTok Shop Consumers). Jurnal Sunan Doe, 1(8), 2985–3877. https://jurnal.institutsunandoe.ac.id/index.php/ESE

. Safitri, A. F., & Rinaldi, R. (2023). Pengaruh Fear of Missing Out (FoMO) terhadap Perilaku Konsumtif pada Mahasiswi Pembeli Barang Diskon Aplikasi Shopee. Ahkam, 2(4), 727–737. https://doi.org/10.58578/ahkam.v2i4.1987

. Yuen, K. F., Wang, X., Ma, F., & Li, K. X. (2020). The psychological causes of panic buying following a health crisis. International Journal of Environmental Research and Public Health, 17(10). https://doi.org/10.3390/ijerph17103513.

Downloads

Published

2025-05-18

How to Cite

Jamaluddin, S., Sarni, S., & Setiadi Ramadhan, C. . (2025). The Effect of Fomo And The Principle of Qana’ah on The Panic Buying Behavior of Gen Z During Flash Sales of Fashion Products on The E-Commerce Platform Shopee. International Journal of Science and Environment (IJSE), 5(2), 155–160. https://doi.org/10.51601/ijse.v5i2.142

Issue

Vol. 5 No. 2 (2025): May 2025

Section

Articles

License

Copyright (c) 2025 Syakir Jamaluddin, Sarni Sarni, Cahyo Setiadi Ramadhan

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.