The Influence of Fear of Missing Out, Hedonic Shopping Motivation, and Flash Sales on Impulsive Buying during Shopee's Twin Date Promo Event (A Study on Students of Muhammadiyah University Purwokerto)

Abstract

The purpose of this research is to analyze the influence of Fear of Missing Out, Hedonic Shopping Motivation, and Flash Sales on Impulsive Buying during the Shopee Twin Date Promo Event among Students. This type of research is quantitative, using a purposive sampling technique involving 244 respondents. Data were analyzed using the Structural Equation Modeling - Partial Least Squares (SEM-PLS) method to test the relationships between variables. The research results show that fear of missing out, hedonistic shopping motivation, and flash sales positively and significantly impact impulsive buying. The implication of this research is to assist companies in designing effective marketing strategies by leveraging the emotional appeal triggered by FoMO, creating enjoyable shopping experiences to enhance consumers' hedonistic shopping motivation, and utilizing flash sale-based promotions.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 5 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.