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Abstract

Social media plays a central role in shaping the preferences and behaviors of Generation Z, including in the realm of fashion. The TikTok account @sashfir has emerged as a popular source of inspiration among this demographic, particularly in presenting fashion-related content. This study aims to examine the influence of Fear of Missing Out (FoMO) on the fashion behavior of Generation Z followers of the account. A quantitative approach was employed, using a survey method with 100 respondents selected through the Taro Yamane formula. Data were analyzed using simple linear regression. The results show that FoMO has a positive and significant effect on the fashion behavior of @sashfir's followers. The higher the level of FoMO experienced, the greater the tendency to follow fashion trends featured on the account. These findings highlight the relevance of the Uses and Effects theory in explaining the relationship between social media use and behavioral changes among young audiences, particularly in the context of fashion consumption.

Keywords

FoMO Z Generation Social media Fashion trends

Article Details

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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Author Biographies

Yusuf Maulana, Gunadarma University, Depok, Indonesia

Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Gunadarma, Depok, Indonesia

Nisa Marsellida Lubis, Gunadarma University, Depok, Indonesia

Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Gunadarma, Depok, Indonesia

Rizky Wulan Ramadhani, Gunadarma University, Depok, Indonesia

Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Gunadarma, Depok, Indonesia

Sri Wahyuni, Gunadarma University, Depok, Indonesia

Program Studi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Gunadarma, Depok, Indonesia

How to Cite
Yusuf Maulana, Lubis, N. M., Ramadhani, R. W., & Sri Wahyuni. (2025). The Influence of “FoMO” on Fashion Behavior in Generation Z Through the Social Media Platform TikTok: Followers of @Sasfhir . Kinesik, 12(1), 19-29. https://doi.org/10.22487/ejk.v12i1.1883

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