The Effect of Fear of Missing Out (FOMO) and Flash Sale Programs on Impulsive Online Buying Decisions for Local Perfumes (A Case Study on Generation Z in Bekasi City)

Anisa Printi Dwilestari; Didin Hikmah Perkasa

doi:10.63922/ijebir.v5i05.6281

Anisa Printi Dwilestari Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Paramadina, Jakarta
Didin Hikmah Perkasa Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Paramadina, Jakarta

DOI: https://doi.org/10.63922/ijebir.v5i05.6281

Keywords: Fear of Missing Out, Flash Sale, Impulsive Buying, Local Perfume, Generation Z

Abstract

The development of digital technology and e-commerce platforms has driven changes in people's consumption patterns, especially among Generation Z, who are highly engaged with social media and online trends. This condition has triggered the emergence of impulsive buying behavior driven by Fear of Missing Out (FOMO) and flash sale programs, including in the local perfume product category which has experienced significant market growth in Indonesia. This study aims to analyze the influence of Fear of Missing Out (FOMO) and flash sale programs on the tendency of impulsive online buying of local perfumes among Generation Z in Bekasi City, both partially and simultaneously. This study uses a quantitative approach with a survey method through an online questionnaire distributed to Generation Z domiciled in Bekasi City who have purchased local perfumes through e-commerce platforms, using a purposive sampling technique. Data analysis was carried out using SPSS including validity tests, reliability tests, and multiple linear regression analysis. The results show that Fear of Missing Out (FOMO) and flash sale programs each have a positive and significant effect on impulsive buying, both partially and simultaneously. These findings confirm that the higher the level of FOMO felt by consumers and the stronger the attraction of flash sale programs, the greater the tendency of Generation Z in Bekasi City to make impulsive purchases of local perfumes without planning.

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