THE INFLUENCE OF FEAR OF MISSING OUT, FLASH SALES, AND SELF-CONTROL ON IMPULSIVE BUYING BEHAVIOR IN ONLINE SHOPPING AMONG STUDENTS

Abstract

: In today's digital era, online shopping has become a daily habit, especially among university students who are highly active on social media and frequently exposed to aggressive marketing strategies. This study aims to analyze how external triggers such as Fear Of Missing Out (FOMO) and Flash Sales, as well as internal factors like Self-Control, influence Impulsive Buying Behavior among students at Sam Ratulangi University. A quantitative approach was used, with data collected through surveys from 102 active students who engage in online shopping. The results indicate that FOMO and Flash Sales have a positive influence on Impulsive Buying Behavior, while Self-Control tends to have a negative influence. These findings highlight the psychological vulnerability of young consumers in the digital space and emphasize the importance of self-regulation in making more rational consumption decisions. This study contributes to a deeper understanding of the emotional and behavioral factors that drive purchasing decisions, particularly among students facing academic and financial pressures.

Keywords: FOMO, Flash Sales, Self-Control, Impulsive Buying, Online Shopping, University Students