Peranan Fear Of Missing Out (FOMO), Harga Diri, dan Kontrol Diri terhadap Impulsive Buying pada Pembelian Daring

Marcela, Sherly (2023) Peranan Fear Of Missing Out (FOMO), Harga Diri, dan Kontrol Diri terhadap Impulsive Buying pada Pembelian Daring. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

The trend of purchasing goods in the digital era has been facilitated by various platforms. The convenience and benefits of online purchasing have led to the tendency of unplanned purchases or other terms known as impulsive buying. This can be caused by various factors. This study was conducted with the aim of finding out the role of fear of missing out, self-esteem, and self-control on impulsive buying in online purchases. The research was conducted using quantitative methods. Data collection using 4 scales with Croncbach's alpha reliability, including: (1) Impulsive Buying Scale; (2) FOMO Scale; (3) Self-esteem Scale; and (4) Self-control Scale. The sample in this study was generation Z as many as 211 people. The sampling technique used purposive sampling. Data analysis using multiple linear regression analysis. The results showed the relationship and role of FOMO, self-esteem, and self-control on impulsive buying in online purchases with a p value of 0.000 (P <0.05). Together all variables contribute to impulsive buying by 39.7%. Correlationally, There is a positive role for the FOMO variable and a negative role for the self-control variable on impulsive buying in online purchases, while the self-esteem variable has no role in impulsive buying in online purchases.

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