Peran FOMO Terhadap Postpurchase Cognitive Dissonance Produk Blind Box Dengan Mediator Impulsive Buying

Fairuz Laksana Pastika, Rahmat Hidayat, S.Psi., M.Sc., Ph.D.

2026 | Skripsi | PSIKOLOGI

Perkembangan mainan kolektibel dengan karakteristik unsur kejutan dan ketidakpastian semakin meningkat. Pola konsumsi tersebut berpotensi memicu postpurchase cognitive dissonance, yaitu perasaan ketidaknyamanan psikologis akibat ketidaksesuaian antara ekspektasi dan realitas produk yang diterima. Penelitian ini bertujuan untuk menguji peran FOMO terhadap posrpurchase cognitive dissonance dengan impulsive buying sebagai mediator pada produk blind box. Penelitian melibatkan 506 responden, dan analisis data menggunakan uji mediasi berbasis General Linear Model (GLM) untuk menguji peran langsung dan tidak langsung. Hasil menunjukkan pola competitive mediation, yaitu jalur tidak langsung melalui impulsive buying berperan positif terhadap FOMO dan postpurchase cognitive dissonance, sedangkan jalur langsung berperan negatif. Temuan ini menunjukkan FOMO meningkatkan postpurchase cognitive dissonance jika dipicu perilaku impulsive buying, namun tanpa tindakan impulsif, FOMO berfungsi sebagai mekanisme adaptif yang menurunkan disonansi. Implikasi temuan ini dibahas terkait peran FOMO sebagai mekanisme adaptif dalam perilaku konsumsi berbasis ketidakpastian dan regulasi impuls pembelian.

The development of collectible toys with elements of surprise and uncertainty is increasing. This consumption pattern has the potential to trigger post-purchase cognitive dissonance, which is a feeling of psychological discomfort caused by the discrepancy between expectations and the reality of the product received. This study aims to examine the role of FOMO on post-purchase cognitive dissonance with impulsive buying as a mediator in blind box products. The study involved 506 respondents, and data analysis used a General Linear Model (GLM) based mediation test to examine direct and indirect roles. The results showed a competitive mediation pattern, where the indirect path through impulsive buying had a positive effect on FOMO and post-purchase cognitive dissonance, while the direct path had a negative effect. These findings indicate that FOMO increases post-purchase cognitive dissonance when triggered by impulsive buying behavior, but without impulsive actions, FOMO functions as an adaptive mechanism that reduces dissonance. The implications of these findings are discussed in relation to the role of FOMO as an adaptive mechanism in uncertainty-based consumption behavior and impulse buying regulation.

Kata Kunci : Blind Box, Fear of Missing Out (FOMO), Impulsive Buying, Postpurchase Cognitive Dissonance