PENGARUH INSTAGRAM USE TERHADAP VISIT INTENTION MELALUI PERILAKU FEAR OF MISSING OUT PADA GENERASI Z: Survey Pada Generasi Z Sebagai Pengunjung Destinasi Hiburan Malam di Kota Bandung

Jovan Abdul Asyraf, - and Ahmad Hudaiby Galih Kusumah, - and Gita Siswhara, - (2025) PENGARUH INSTAGRAM USE TERHADAP VISIT INTENTION MELALUI PERILAKU FEAR OF MISSING OUT PADA GENERASI Z: Survey Pada Generasi Z Sebagai Pengunjung Destinasi Hiburan Malam di Kota Bandung. S2 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh penggunaan media sosial, khususnya Instagram, terhadap visit intention dengan Fear of Missing Out (FoMO) sebagai variabel mediasi pada Generasi Z di Kota Bandung yang aktif dalam aktivitas pariwisata malam. Latar belakang penelitian ini berangkat dari fenomena meningkatnya konsumsi digital dan peran emosi sosial dalam membentuk perilaku wisatawan, terutama di kalangan generasi digital native. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei terhadap 384 responden Generasi Z di Kota Bandung. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS) untuk menguji hubungan antara Instagram use (X), FoMO (M), dan visit intention (Y). Hasil penelitian menunjukkan bahwa penggunaan Instagram berpengaruh signifikan terhadap munculnya FoMO, dan FoMO terbukti memediasi hubungan tersebut dalam mendorong niat berkunjung ke destinasi hiburan malam di Kota Bandung. Temuan ini menguatkan kerangka Theory of Planned Behavior (TPB), di mana niat berperilaku tidak hanya dipengaruhi oleh faktor kognitif dan normatif, tetapi juga oleh aspek emosional yang tercermin melalui FoMO. Secara teoritis, penelitian ini memperkaya literatur perilaku konsumen digital dengan menegaskan bahwa FoMO bukan hanya fenomena psikologis, melainkan juga mekanisme emosional yang menentukan keputusan konsumen. Kontribusi penelitian ini terletak pada integrasi perspektif generasi digital dalam teori konsumsi serta pelebaran kajian emosi termasuk emosi negatif dalam model perilaku konsumen, sehingga membuka peluang pengembangan literatur perilaku digital dan pariwisata berbasis media sosial, khususnya pada konteks nightlife tourism di Kota Bandung. This study aims to analyze the influence of social media use, particularly Instagram, on visit intention with Fear of Missing Out (FoMO) as a mediating variable among Generation Z in Bandung City who are actively engaged in nightlife tourism activities. The background of this research stems from the growing phenomenon of digital consumption and the role of social emotions in shaping tourist behavior, especially among digital natives. The study employed a quantitative approach with a survey technique involving 384 Generation Z respondents in Bandung City. Data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) to examine the relationships between Instagram use (X), FoMO (M), and visit intention (Y). The results indicate that Instagram use has a significant effect on the emergence of FoMO, and FoMO is proven to mediate this relationship in encouraging the intention to visit nightlife destinations in Bandung City. These findings reinforce the Theory of Planned Behavior (TPB), showing that behavioral intention is influenced not only by cognitive and normative factors but also by emotional aspects reflected through FoMO. Theoretically, this study enriches the literature on digital consumer behavior by asserting that FoMO is not merely a psychological phenomenon but also an emotional mechanism that drives consumer decisions. The contribution of this research lies in integrating the digital generation perspective into consumption theory and expanding the study of emotions—including negative emotions—within consumer behavior models, thereby opening opportunities for the development of digital behavior and social media-based tourism literature, particularly in the context of nightlife tourism in Bandung City. The results indicate that all four hypotheses are significantly supported. Instagram use positively affects FoMO behavior among Generation Z, which in turn significantly influences their intention to visit nightlife destinations. Moreover, a direct and significant relationship was found between Instagram use and visit intention, alongside a mediated pathway through FoMO. These findings highlight that Instagram functions not only as a visual communication platform but also as a psychological and social trigger that shapes consumption behavior toward experiential activities. This study contributes to the development of literature in digital marketing and consumer psychology and provides strategic insights for nightlife industry practitioners. Understanding the digital behavior of Generation Z can help in designing more responsive and emotionally resonant social media campaigns that align with their social dynamics and motivations.

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Item Type:	Thesis (S2)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=id&user=YXowzRIAAAAJ ID SINTA Dosen Pembimbing: AHMAD HUDAIBY GALIH KUSUMAH: 5989818 GITA SISWHARA: 5978179
Uncontrolled Keywords:	Instagram use, visit intention, fear of missing out, Generasi Z, destinasi hiburan malam, SEM-PLS. Instagram use, visit intention, fear of missing out, Generation Z, nightlife, SEM-PLS.
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Sekolah Pasca Sarjana > Magister Pariwisata
Depositing User:	Jovan Abdul Asyraf
Date Deposited:	22 Sep 2025 02:30
Last Modified:	22 Sep 2025 02:30
URI:	http://repository.upi.edu/id/eprint/140073

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