The Effect of Fear of Missing Out (FOMO) and Influencers on Impulsive Buying (A Study of Students in Bekasi City Using Tiktok Shop)

Amanda, Rizky and Oktaviani, Rizki (2026) The Effect of Fear of Missing Out (FOMO) and Influencers on Impulsive Buying (A Study of Students in Bekasi City Using Tiktok Shop). Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis.

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Abstract

This study aims to determine the influence of Fear of Missing Out (FOMO) and Influencers on impulsive buying behavior among university students in Bekasi who actively use TikTok Shop. The increasing trend of impulsive purchases through social media-based e-commerce platforms such as TikTok serves as the primary background of this research. A quantitative research method was employed, using a survey approach through questionnaires distributed to purposively selected respondents. The collected data were analyzed using multiple linear regression with SPSS version 27.The results showed that Fear of Missing Out (FOMO) has a positive and significant effect on impulsive buying, indicating that the higher the level of Fear of Missing Out (FOMO) experienced by students, the greater their tendency to make impulsive purchases. Additionally, influencers also have a positive and significant effect on impulsive buying, suggesting that the stronger the influence of an influencer, the higher the consumer's impulsive buying behavior. Both variables simultaneously have a significant effect on impulsive buying behavior. These findings highlight the importance of understanding consumer psychology in facing digital marketing strategies, particularly through the TikTok Shop platform.

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