<![CDATA[Abstract: This study was conducted to determine the effect of Fear of Missing Out (FOMO) on Impulse Buying Behavior and Purchase Decision of Azarine Sunscreen Products Z Generation in Malang City. The population in this study were customers of Azarine Snscreen products in Malang City. The data collection technique used was a questionnaire distributed online via google forms. The sample used in the study was 114 respondents with purposive sampling method, namely determining the sample where the person selected as the sample is in accordance with the purpose of the research. In this research data processing was carried out using the Partial Least Square (PLS) analysis method. The research results are as follows: (1) Fear of Missing Out (FOMO) has a significant positive effect on Impulse Buying Behavior. (2) Fear of Missing Out (FOMO) has a significant positive effect on Purchase Decision. (3) Impulse Buying Behavior has a significant positive effect on Purchase Decision.Abstraksi: Penelitian ini dilakukan untuk mengetahui pengaruh Fear of Missing Out (FOMO) terhadap Impulse Buying Behavior dan Purchase Decision Produk Azarine Sunscreen Di Kota Malang. Populasi pada penelitian ini merupakan pelanggan produk Azarine Snscreen Generasi Z di Kota Malang . Teknik pengumpulan data yang digunakan adalah kuesioner yang disebar secara online melalui google formulir. Sampel yang digunakan dalam penelitian sebanyak 114 responden dengan metode purposive sampling, yaitu penentuan sampel dimana orang yang dipilih sebagai sampel sesuai dengan tujuan dilakukannya penelitian. Pada pengelolahan data penelitian ini dilakukan dengan menggunakan metode analisis Partial Least Square (PLS). Adapun hasil penelitian sebagai berikut: (1) Fear of Missing Out (FOMO) berpengaruh positif signifikan terhadap Impulse Buying Behavior. (2) Fear of Missing Out (FOMO) berpengaruh positif signifikan terhadap Purchase Decision. (3) Impulse Buying Behavior berpengaruh positif signifikan terhadap Purchase Decision.]]>
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