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All Journal Jurnal Ilmu Ekonomi Manajemen Perusahaan dan Bisnis
Kasmun
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Economics, Econometrics & Finance

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PENGARUH FEAR OF MISSING OUT (FOMO) DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE (STUDI KASUS PADA GENERASI Z DI KOTA MUARA TEWEH) Kasmun; Melda Safitri
JURNAL ILMU EKONOMI (MANAJEMEN PERUSAHAAN) DAN BISNIS Vol. 10 No. 01 (2026): Jurnal Ilmu Ekonomi (Ilmu Manajemen) dan Bisnis
Publisher : Sekolah Tinggi Ilmu Ekonomi Muara Teweh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51512/jimb.v10i01.258

Abstract

This study aims to determine the influence of Fear of Missing Out (FoMO) and Flash Sale on purchasing decisions in the Shopee Marketplace among Generation Z in Muara Teweh City, both simultaneously and partially, as well as to identify the most dominant variable. The study used a quantitative method with a sample of 100 Generation Z Shopee users selected through accidental sampling technique. Data were collected through questionnaires and analyzed using SPSS 27.0. The results showed that FoMO and Flash Sale simultaneously and partially have a significant effect on purchasing decisions. The most dominant variable influencing purchasing decisions is Flash Sale.
Co-Authors Melda Safitri