Does Online (FOMO) Influence Impulsive Buying Decisions on Career Women in the City of Pekanbaru?
Keywords:
Fear of Missing Out, Impulsive buying, career womanAbstract
This research highlights the impact of technology-driven behavior and purchasing patterns on consumers, particularly professional women. The FOMO phenomenon may not be felt by everyone in every region and the research location was chosen because there has been no research on the influence of FOMO on career women in Pekanbaru city. This study explores the impact of online fear of missing out (on-FoMO) on impulse buying decisions among career women in Pekanbaru city. A total of 118 respondents, professional career women who have made impulse purchases, were involved in this analysis. This study used purposive random sampling technique to select the sample. The data collection method uses a questionnaire, and the analysis tool used is SPSS version 21, then before the questionnaire is distributed, the instrument will be tested for validity and reliability. The data analysis technique uses the classical assumption test method (normality test, reliability test, multicollinearity test, and heteroscedasticity test). Hypotheses were tested using simple linear regression analysis and the coefficient of determination. The results showed that the On-FoMO variable has a significant and positive influence on the impulse buying decisions of career women in Pekanbaru city. Specifically, online FoMO contributed for 23.2% of the influence on these women's impulse purchase decisions, with the rest being influenced by variables not examined in this study.
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