Pengaruh FoMO dan Shopping Lifestyle terhadap Impulse Buying di Shopee pada Perempuan Pekerja Jakarta

The Influence of FoMO and Shopping Lifestyle on Impulse Buying on Shopee in Jakarta Working Women

Abstract

This study examines the effects of Fear of Missing Out (FoMO) and Shopping Lifestyle on Impulse Buying among working women who use Shopee in Jakarta. A quantitative survey employed convenience sampling and obtained 187 complete responses to a five-point Likert questionnaire. Data were analyzed using IBM SPSS Statistics 22 through descriptive statistics, validity and reliability tests, residual normality, multicollinearity, heteroscedasticity, linearity, multiple linear regression, t-tests, an F-test, and coefficients of determination. FoMO (66.5%) and Impulse Buying (66.8%) were categorized as moderate, while Shopping Lifestyle (72.8%) was high. FoMO had a positive and significant coefficient (B = 0.581; t = 10.134; p < 0.001), as did Shopping Lifestyle (B = 0.395; t = 5.855; p < 0.001). The overall model was significant, F(2,184) = 119.754; p < 0.001, with R² of 0.566 and adjusted R² of 0.561. These findings suggest encouraging budgets, shopping lists, and a pause before purchasing, alongside transparent promotional information. Generalization is limited by nonprobability sampling and the study population.