Pengaruh Fear Of Missing Out (FOMO) Dan Social Influence Terhadap Impulsive Buying Dalam E-Commerce: Yang Dimediasi Tren Produk
DOI:
https://doi.org/10.37385/msej.v7i2.10299Keywords:
e commerce, fear of missing out, impulsive buying, social influence, tren produkAbstract
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Fear of Missing Out (FOMO) dan Social Influence terhadap Impulsive Buying yang dimediasi oleh variabel Tren Produk dalam e-commerce di Solo Raya. Populasi dari penelitian ini adalah seluruh masyarakat yang berdomisili di wilayah Solo Raya. Sampel yang digunakan dalam penelitian ini berjumlah dua ratus responden dengan kriteria konsumen e-commerce aktif dan berdomisili di wilayah Solo Raya. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan sumber data yaitu data primer yang didapat melalui pengisian kuesioner yang disebar melalui Google Form. Teknik pengambilan sampel dalam penelitian ini adalah menggunakan teknik non-probability sampling dengan menggunakan purposive sampling. Data dianalisis menggunakan SmartPLS. Hasil dari penelitian ini menunjukkan bahwa ada pengaruh yang positif dan signifikan antara Fear of Missing Out (FOMO) terhadap Tren Produk dalam e-commerce, adanya pengaruh yang positif dan signifikan antara Social Influence terhadap Tren Produk dalam e-commerce, adanya pengaruh yang positif dan signifikan antara Tren Produk terhadap Impulsive Buying dalam e-commerce, adanya pengaruh yang positif dan signifikan antara Fear of Missing Out (FOMO) terhadap Impulsive Buying melalui Tren Produk sebagai variabel mediasi, adanya pengaruh yang positif dan signifikan antara Social Influence terhadap Impulsive Buying melalui Tren Produk sebagai variabel mediasi.
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