Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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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

Authors
Ni Putu Nurwita Pratami Wijaya1, *, Ratih Hurriyati1, Bambang Widjayanta1, Vanessa Gaffar1
1Universitas Pendidikan Indonesia, Bandung, 40154, Indonesia
*Corresponding author. Email: putu.nurwita@upi.edu
Corresponding Author
Ni Putu Nurwita Pratami Wijaya
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_59How to use a DOI?
Keywords
User Generated Content; FoMO; GenZ
Abstract

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

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
978-94-6463-443-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_59How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ni Putu Nurwita Pratami Wijaya
AU  - Ratih Hurriyati
AU  - Bambang Widjayanta
AU  - Vanessa Gaffar
PY  - 2024
DA  - 2024/06/26
TI  - 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
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 461
EP  - 466
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_59
DO  - 10.2991/978-94-6463-443-3_59
ID  - Wijaya2024
ER  -