Pengaruh Fear of Missing Out (FOMO), Penggunaan Paylater dan Lifestyle terhadap Impulse Buying Produk Viral pada Pengguna Tiktok Generasi Z di Kota Palembang

Sandra, Monaly (2026) Pengaruh Fear of Missing Out (FOMO), Penggunaan Paylater dan Lifestyle terhadap Impulse Buying Produk Viral pada Pengguna Tiktok Generasi Z di Kota Palembang. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to analyze the influence of Fear of Missing Out (FOMO), PayLater usage, and lifestyle on the impulse buying of viral products among Generation Z TikTok users in Palembang City. The study employs a quantitative approach using a survey method, with questionnaires distributed to 95 respondents selected via purposive sampling. Data were analyzed using multiple linear regression with the aid of IBM SPSS Statistics version 27 software. The results indicate that, individually, the variables of FOMO and PayLater usage do not have a significant effect on impulse buying. Meanwhile, lifestyle has a significant positive effect on the impulse buying of viral products among Generation Z TikTok users in Palembang City. However, when considered simultaneously, FOMO, PayLater usage, and lifestyle collectively exert a significant influence on impulse buying. These findings suggest that a trend-oriented lifestyle plays a more dominant role in driving impulsive purchasing behavior than the individual psychological factor of FOMO or the payment convenience offered by PayLater.

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