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Intan Puspitasari
Universitas Muhammadiyah Purworejo
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Journal : Syntax Literate: Jurnal Ilmiah Indonesia

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Peran Fear Of Missing Out (FOMO) Memediasi Pengaruh Promo Twin Date Event dan Scarcity Message terhadap Impulse Buying (Studi Pada Generasi Z Pengguna Aplikasi Shopee di Kabupaten Purworejo) Putri, Riska Anisa; Puspitasari, Intan; Runanto, Dedi
Syntax Literate Jurnal Ilmiah Indonesia
Publisher : Syntax Corporation

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36418/syntax-literate.v10i6.60372

Abstract

This study aims to analyze the role of Fear of Missing Out (FOMO) in mediating the effects of Twin Date Event promotion and Scarcity Message on impulse buying among Generation Z users of the Shopee app in Purworejo Regency. This research adopts a quantitative approach with a survey method, and data were collected through an online questionnaire. The results indicate that both the Twin Date Event promotion and Scarcity Message have a positive and significant effect on impulse buying, with FOMO serving as a mediator that strengthens the relationship between these two factors and impulse buying. These findings suggest that the feeling of FOMO triggered by Twin Date Event promotions and Scarcity Messages can encourage impulsive buying behavior among Generation Z. This study provides valuable insights for businesses in designing more effective marketing strategies by utilizing psychological elements such as FOMO to boost sales.
Co-Authors A, Salsabilla Auliazaki A, Tiara Nebrisca Valonika Abdul Aziz Adilia, Fatin Aditya Revianur Agus Saur Utomo Alfiani, Lili Ali Tarmuji Alif Muarifah Alvi Khumairoh Andi Putranto Anggraini, Olivia Zahwa Ardi, Rudi Prasetyo Ardiandhini, Aditya Dwi Arif Firmansyah Ariski, Deska Ramadani Arrozain, M. Dziyaul F. ASRIYADI, FITROH Budiyanto Budiyanto Bui, Maria Magdalena Cendikia Succesy, Betah Dwi Hastuti DWI YULIANTI Endah Pri Ariningsih Esti Margiyanti Utami Fairuzi, Sabilatussilmi Falah, Jalu Naufal Febriyanti, Ekanitami Fitri Rahmawati Fitriani Fitriani Handa, Ita Handayani Hartelina Hasan, Muhammad Yuda Hastian, Putri Welis Hayatun, Hayatun Herlinawati, Nanda Arum Hery Widijanto Hidayah, Isma Ainisa Hutapea, Edison Bonar Tua Ina Kuswanti Irene Rini Demi Pangestuti Irwanto Irwanto Iyan Sofyan, Iyan Jinan Lam’a, Fairuz Kahraman, Özlem Gözün Kamila , Arfah Khasanah, Ramadhani Uswatun Khoiroh, Ihda Umul Kholik, Wildan Abdul khusnul khotimah Latupeirissa, Julianus Edwin Lestari, Shifa Lestari, Susetya Diah Lindawati Kartika M. Bachtiar Safrudin Mabanja, Ashiraf Maharani, Clarisa Xtri Maharani, Ega Asnatasia Maharani, Ega Asnatasia Makruf, Syahdara Anisa Mardhiyyah, Inda Rabbi Maulida Lutfia Aminin Muflihah, Ulfatul Muhaedi, Muhammad Mufid Muhammad Hidayat Nadila Faiza Nancy Silvana Haliwela Nasution, Zulkarnain Ashar Nathania D.P, Salsabilla Nita Rusdiana S.Farm., M.Sc, Apt Nunung Nurhasanah Nurmaisya Al Ghonia Nursafira, Titania Oktavia, Syifa Prasaja, Mahendra Galih Pratiwi, Anatasya Ristu Prima Suci Rohmadheny Punuindoong, Anneke Y. Purwanti, Arni Putri, Riska Anisa Putri, Viana Lifianty Raharjanti, Amalia Putri Ramdaniah, Delia Nur Rendi Shafira, Dhafa Retno, Dewi Madu Retno, Diana Puspita Retnowati, May Shinta Riana Mashar Rulinting, Ninda Runanto, Dedi Saputri, Aprilia Ayu Saswati, Risna Selvia, Wahyu Sofwan Noerwidi, Sofwan Solehudin, Mohammad Sri Suartini Sugeng Wahyudi, Sugeng Suharti Sujibto, B J Sulistyo, Mohammad Yudi Sulvina, Sulvina SUMAMPOUW, HARRY J. Susi Widjajani Sutarya, Ikhsan Ali Syaiful Bakhri Syifa, Reza Nabilla Titin Ekowati Tri Puspita Ningrum Wahyuni, Khusnul Wandari, Sri Wati, Dewi Eko Wati, Dewi Eko Welvinanda, Adzahrra Wijaya, Candrika Ilham Wijayanti Wijayanti Yuli Triyani, Yuli Zein, Yasmin Shafitri