Pengaruh Fomo Terhadap Keputusan Pembelian Dengan Impulse Buying Sebagai Variabel Mediasi: Studi Pada Kolaborasi Brand Lokal Dengan Anime
Abstrak
Penelitian ini bertujuan untuk mengetahui pengaruh Fear of Missing Out terhadap Keputusan Pembelian melalui
Impulse Buying pada brand lokal yang berkolaborasi dengan anime. Metode yang digunakan adalah kuantitatif
deskriptif dan Partial Least Square (PLS), teknik sampel Non-Probability melalui Purposive Sampling. Digunakan
sebanyak 385 responden. Hasil uji hipotesis diketahui bahwa: (1) Fear of Missing Out berpengaruh terhadap Impulse
Buying, (2) Fear of Missing Out berpengaruh terhadap Keputusan Pembelian, (3) Impulse Buying berpengaruh
terhadap Keputusan Pembelian, (4) Fear of Missing Out berpengaruh terhadap Keputusan Pembelian melalui Impulse
Buying.
Kata Kunci: Fear of Missing Out, Impulse Buying, Keputusan Pembelian
Referensi
Harinie, L. T., Triyono, A., Saputri, M. E., & et all. (2023). Perilaku Konsumen Dan Strategi Pemasaran. Bali: Infes
Media.
Heatherton, T. F., Wagner, D. D. (2011). Cognitive Neuroscience of self-regulation failure. Trends in Cognitive
Sciences. doi:doi.org/j.tics.2010.12.005
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management. Global Edition: Pearson Edition.
Molden, D. C., Hui, C. M., Scholer, A. A. (2016). Chapter 20 - Understanding Self-Regulation Failure: A Motivated
Effort-Allocation Account. Elsevier Inc. doi:doi.org/10.1016/C2014-0-01291-9
Philip, B., Kumar, S. M., Muthukumar, V. (2019). A Study on The Impact of Impulsive Buying Behavior on Costumer
Purchase Decision. Think India Journal.
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, Emotional, and Behavioral
Correlates of Fear of Missing Out. Computers in Human Behavior, 29(4), 1841-1848.
doi:10.1016/j.chb.2013.02.014.
Putri, D. K. A. D., & Dwiridotjahno, J. (2024). Pengaruh Korean Brand Ambassador Credibility, Social Media
Marketing, dan Fear of Missing Out Terhadap Impulse Buying pada Kolaborasi Scarlett Whitening X EXO.
Reslaj: Religion Education Social Laa Roiba Journal.
Sugiyono. (2022). Metode Penelitian Manajemen. Bandung: Penerbit Alfabeta.
Tri Handayani, N., & Pradana, M. (2023). The Influence of Brand Ambassador and Advertising Appeal on A Skincare
Product Purchase Decision. WSEAS Transactions on Computer Research. doi:10.37394/232018.11.32
Yade, M. E. L., Indrawati. (2024). Impulse Buying in Gen Z: Impact of Website Quality, Sales Promotion, and
Hedonic Shopping Through Positif Emotions. 2024 12th International Conference on Information and
Communication Technology (ICoICT). doi:10.1109/ICoICT61617.2024.10698117
Yasin, H., Julita., Hidayat, R. (2023). The Effect of Social Media on Gen Z, Impulse Buying and Lifestyle in Purchase
Decision. Journal of International Conference Proceedings (JICP). doi:doi.org/10.32535/jicp.v6i3.2559
