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Nur Laili
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Religion Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Efek FOMO dalam Kampanye Flash Sale E-Commerce terhadap Perilaku Impulsif Konsumen: Studi Kuantitatif pada Generasi Muda Indonesia Fadali Rahman; Umi Wahyuni; Diana Afriliana; Nurmalina Anastasya; Nur Laili
Jurnal Riset Multidisiplin Edukasi Vol. 2 No. 12 (2025): Jurnal Riset Multidisiplin Edukasi (Edisi Desember 2025)
Publisher : PT. Hasba Edukasi Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.71282/jurmie.v2i12.1347

Abstract

This study provides an in-depth examination of the influence of Fear of Missing Out (FOMO) on consumers’ impulsive buying behavior during e-commerce flash sale campaigns, focusing on Indonesia’s digitally active youth. Employing a quantitative approach, data were collected from 100 respondents aged 18–35 via a Likert-scale questionnaire and analyzed using simple linear regression. The results reveal a positive and significant effect of FOMO on impulsive behavior (b = 0.678, Sig. = 0.000, R² = 0.462), reinforcing the Stimulus–Organism–Response (SOR) model, with FOMO acting as a psychological mediator between promotional strategies and consumer responses. These findings not only deepen theoretical understanding of psychological dynamics in digital marketing but also offer practical implications for e-commerce practitioners in designing ethical, effective, and sustainable campaigns. The study highlights the need for balancing promotional urgency with consumer literacy and opens avenues for further exploration into the interplay between digital social pressure and spontaneous purchasing decisions.
Co-Authors Abdul Rahim Aidil Putra Alben Ambarita Ambo Tuo Amrulloh, Hanif Darmiati Dedi . Dewi Andini K.M. Diana Afriliana Diana Cholida Eko Handayanto Eli Anisa Endah Kurniawati Faradina Wahid Sabilla Finny Ligery Gunawan Santoso Habib Shulton Asnawi Ikhwan Aziz Q Indradewa, Rhian Ismiyati Jaenullah Jaenullah, Jaenullah Laksono, Tri Lutfi Fadillah Mala Ulfi Nadiroh Marida Sari Masrurotul Mahmudah Mimiek Murrukmihadi muhammad alfi syahrin Muhammad Alwi Muhammad Ngali Zainal Makmun Muhammad Zaini Mulyaningsih, Erika Agung Munaris . Nadlir Niken Bayu Argaheni NUR AINI Nurmalina Anastasya Okta Nur Azizah Rahman, Fadali Rendi Febrianda Rifdah Aprianti Ronius Pirade Rosyidi, Zudan Septiana Juwita Tamar Lolishvili Thoibah Umi Wahyuni Wisnu Winata Yuliani Yuliani