Pengaruh Fear Of Missing Out (FoMO) terhadap Impulsive Buying dengan Product Uniqueness sebagai Variabel Moderating pada Pembelian Album Korean Pop (K-Pop) di Kalangan Penggemar Korean Pop (Kpopers) Kota Makassar
DOI:
https://doi.org/10.55606/optimal.v5i1.6580Keywords:
Fear of Missing Out, impulsive buying, K-pop, Makassar, product uniquenessAbstract
This study aims to examine the effect of Fear of Missing Out (FoMO) on impulsive buying in the purchase of Korean Pop (K-pop) albums among K-pop fans in Makassar City, and to analyze the moderating role of product uniqueness in this relationship. A quantitative approach was applied using a survey method, with 110 respondents selected through purposive sampling. The criteria for respondents included being over 17 years old, residing in Makassar, and having purchased K-pop albums more than twice. Data were analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) technique. The results indicate that FoMO has a positive and significant influence on impulsive buying, meaning that the higher the level of FoMO, the greater the tendency of individuals to make impulsive purchases. However, product uniqueness does not significantly moderate the relationship between FoMO and impulsive buying. These findings highlight the psychological dimension of consumer behavior in entertainment-related industries, although product uniqueness does not enhance or weaken FoMO’s impact on impulse buying behavior.
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