The Impact of FoMO and Socioeconomic Status on Gen-Z Female Islamic Students’ Branded Goods Purchases: Religiosity as Moderator

Saffanah Az Zahra; Umi Julaihah

Authors

Saffanah Az Zahra UIN Maulana Malik Ibrahim Malang, Indonesia
Umi Julaihah UIN Maulana Malik Ibrahim Malang, Indonesia

Keywords:

Religiosity, FoMO, Socioeconomic Status, Purchasing Decisions, Branded Goods, Boarding School

Abstract

This study aims to examine the influence of fear of missing out (FoMO) and socioeconomic status on purchasing decisions for branded goods among Generation Z female students, with religiosity as a moderating variable. The research was conducted at Al-Izzah International Boarding School in Batu, East Java, Indonesia. Considering that adolescents in this environment face unique challenges balancing modern consumer culture with religious values. Data were collected through a questionnaire distributed to 204 students, with 165 valid responses analyzed. The study employed Structural Equation Modeling-Partial Least Squares (SEM-PLS) using SmartPLS 4.0 to test the proposed hypotheses. The result reveal that FoMO and socioeconomic status significantly and positively affect purchasing decisions, while religiosity does not moderate the relationship between FoMO and purchasing decisions. However, religiosity significantly moderates the relationship between socioeconomic status and purchasing decisions. These findings imply that psychological and economic factors play an essential role in shaping students’ buying behavior, while religiosity can strengthen or weaken the influence of socioeconomic status in consumption contexts. This study provides practical insights for educators and marketers to design costumer education programs and marketing strategies that consider the role of religiosity and peer influence in shaping purchasing behavior among young Muslim consumers

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