PENGARUH FEAR OF MISSING OUT TERHADAP IMPULSE BUYING PRODUK FASHION SHOPEE DI KOTA PALEMBANG

This study aims to empirically prove and analyze the influence of fears, worries, and anxieties which are part of the fear of missing out (FOMO) on impulse buying of Shopee fashion products in Palembang City. The data collection technique used was a non-probability sampling technique with a purposive sampling method. The sample size used is as many as 50 respondents who are people in the city of Palembang who buy fashion products through Shopee. The analysis was carried out using multiple linear regression analysis using SPSS version 25. With the results of the study, partially, fears and worries had a positive and significant effect on impulse buying of Shopee fashion products in Palembang City. Meanwhile, anxiety has a positive but not significant effect on impulse buying of Shopee fashion products in Palembang City.

Keywords: Fear of Missing Out, Impulse Buying, Marketplace