HEDONIS SEBAGAI MODERATOR PADA FOMO DAN CONFORMITY CONSUMPTION BEHAVIOR REMAJA PENGGUNA SMARTPHONE X
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Abstract
Pengguna telepon seluler pintar di kalangan remaja meningkat. Peningkatan kepemilikan telepon seluler pintar didorong oleh kebutuhan sosialisasi agar tidak terpisah dari pertemanannya dan mencegah fear of missing out (FoMO). Penyesuaian diri dilakukan demi pengakuan, termasuk saat membeli barang (Conformity Consumption Behavior). Penelitian sebelumnya menunjukkan inkonsistensi pada peran Fear of Missing Out dan Conformity Consumption Behavior. Penelitian ini bertujuan menguji hedonism sebagai variabel moderator pada peran fear of missing out terhadap conformity consumption behavior remaja pengguna telepon seluler pintar X di DKI Jakarta. Partisipan adalah 226 remaja yang dikumpulkan dengan teknik snowball sampling. Tiga alat ukur digunakan yaitu Fear of Missing Out, Conformity Consumption Behavior, Gaya Hidup Hedonisme. Hasil analisis data menggunakan uji regresi sederhana untuk menguji peran Fear of Missing Out terhadap Conformity Consumption Behavior. Dalam penelitian ini menunjukkan bahwa Fear of Missing Out berperan secara signifikan terhadap Conformity Consumption Behavior. Sementara hedonism tidak memoderasi peran Fear of Missing Out terhadap Conformity Consumption Behavior.
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