THE EFFECT OF SOCIAL MEDIA MARKETING TOWARDS FOMO TENDENCIES ON IMPULSE SHOPPING BEHAVIOR IN THE FASHION INDUSTRY

• Main Author: Azzahra Krispriandi, Maulidya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67843
• Institution: Institut Teknologi Bandung

Social media and its impact on consumers' Fear of Missing Out and impulsive buying behavior have been extensively discussed by journals, but there are gaps in the literature that exist in terms of the social media platform, industry, research location, and variables discussed. Factors like social media participation and social media marketing have a significant influence on FOMO tendencies that leads to impulse shopping behavior, according to previous research. With these factors as impulsive buying behavior dimensions, this study aims to fill research gaps by examining the effect of social media marketing and how it influences the consumer fomo tendencies on impulsive shopping behavior on fashion industry. This research employs a quantitative methodology, using an online survey technique. Respondents who were involved in this study are 245 respondents. Those data were analyzed by the PLS-SEM method using the SmartPLS application. This study's findings reveal that social media participation and social media marketing are variables that trigger someone’s FOMO, and that FOMO are affecting someone to make impulsive buying.