Fear of Missing Out and Its Impact on Impulse Buying through Purchase Intention among Richeese Factory Consumers

Stephanie Mervin Tooy; Stanss Levynna Hermien Verronica Joyce Lapian; Willem Johan Frederik Alfa Tumbuan; Bode Lumanauw; Imelda Wellin Juliana Ogi

doi:10.55927/eajmr.v4i12.525

Authors

Stephanie Mervin Tooy Sekolah Tinggi Bisnis dan Manajemen Dua Saudara
Stanss Levynna Hermien Verronica Joyce Lapian Universitas Sam Ratulangi
Willem Johan Frederik Alfa Tumbuan Universitas Sam Ratulangi
Bode Lumanauw Universitas Sam Ratulangi
Imelda Wellin Juliana Ogi Universitas Sam Ratulangi

DOI:

https://doi.org/10.55927/eajmr.v4i12.525

Keywords:

Fear of Missing Out, Purchase Intention, Impulse Buying Behavior

Abstract

This study examines the influence of Fear of Missing Out (FoMO) on impulse buying behavior via purchase intention among students at Sekolah Tinggi Bisnis dan Manajemen Dua Sudara, who are consumers of Richeese Factory. The study used a quantitative methodology, examining data from 66 participants via questionnaires. This study's originality resides in its examination of a local fast-food brand in Indonesia, specifically analyzing the mediating effect of purchase intention on the relationship between FoMO and impulse buying. The results indicate that FoMO substantially affects purchasing intention, therefore leading to impulsive buying behavior. These observations provide significant implications for organizations to utilize FoMO in marketing tactics to enhance consumer engagement and stimulate impulse purchases.

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