PENGARUH FEAR OF MISSING OUT (FOMO) TERHADAP IMPULSIVE BUYING IPHONE PADA GEN Z PENGGUNA MEDIA SOSIAL
DOI:
https://doi.org/10.35794/mwt8vg92Abstract
ABSTRACT. The rapid growth of social media has significantly shaped consumption behavior among Generation Z, particularly through psychological factors such as Fear of Missing Out (FoMO) and hedonism, as well as the situational factor of scarcity. This study aims to analyze the influence of these three factors on impulsive buying behavior toward iPhones among Generation Z social media users in Indonesia. A quantitative approach with a causal-explanatory design was employed, with data collected through questionnaires using purposive sampling. Sample size determination referred to the recommendation of Jenkins and Quintana-Ascencio with a minimum threshold of 25 samples, resulting in 107 respondents in this study. Data were analyzed using multiple linear regression. The results indicate that FoMO, hedonism, and scarcity have a positive and significant effect on impulsive buying behavior toward iPhones. These findings are expected to enrich the digital consumer behavior literature within the Social Comparison Theory framework, while also providing practical implications for companies in designing more effective marketing strategies tailored to the characteristics of Generation Z.
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