Pengaruh FOMO (Fear Of Missing Out), Hedonic Shopping Motivation dan Discount terhadap Impulse Buying pada Sushi XYZ

Khatimah, Khusnul (2026) Pengaruh FOMO (Fear Of Missing Out), Hedonic Shopping Motivation dan Discount terhadap Impulse Buying pada Sushi XYZ. Sarjana (S1) thesis, STIE Tri Bhakti.

	Text HALAMAN DEPAN.pdf Download (663kB)
	Text BAB I.pdf Download (247kB)
	Text BAB II.pdf Download (294kB)
	Text BAB III.pdf Download (305kB)
	Text BAB IV.pdf Download (640kB)
	Text BAB V.pdf Download (81kB)
	Text DAFTAR PUSTAKA.pdf Download (88kB)

Abstract

This study reveals that consumers of the Sushi XYZ tend to make impulse purchases, influenced by FOMO (fear of missing out), hedonic shopping motivation, and discounts. The purpose of this study is to determine the effect of FOMO (fear of missing out), hedonic shopping motivation, and discounts on impulse buying among consumers of Sushi XYZ. This study employs a quantitative research method with a research population comprising all Sushi XYZ customers. The sampling technique employed is non-probability sampling, specifically a sampling purposive method, with a sample size of 100 respondents. Data collection was conducted by distributing questionnaires to consumers of Sushi XYZ, which were then processed using SPSS software version 27. As a result, the type of data used in this study was primary data. The results of hypothesis testing using the t-test at a significance level of 5% (0.05) showed that the FOMO (fear of missing out) variable had a significance value of 0.000 < 0.05, the hedonic shopping motivation variable was 0.031 < 0.05, and the discount variable was 0.011 < 0.05. In addition, the F test results show a significance value of 0.000 < 0.05. Thus, this study concludes that: (1) FOMO (fear of missing out) has a partial, positive, and significant effect on impulse buying; (2) hedonic shopping motivation has a partial, positive, and significant effect on impulse buying; (3) discount has a partial, positive, and significant effect on impulse buying; and (4) FOMO (fear of missing out), hedonic shopping motivation, and discount simultaneously have a positive and significant effect on impulse buying among consumers at Sushi XYZ's.

Actions (login required)

View Item