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
Ni Putu Nurwita Pratami Wijaya (a*), Ratih Hurriyati (a), Bambang Widjayanta (a), Vanessa Gafar (a)

a) Universitas Pendidikan Indonesia
*putu.nurwita[at]upi.edu

Abstract

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

Keywords: User Generated Content, FoMO, GenZ

Topic: Marketing Management, Relationship Marketing, Service Marketing