CHOTIMAH, Ike Risma Qusnul (2024) The Effect of Customer Innovativeness, Social Media Usage, and Online Advertising on Impulsive Buying Behavior: The Role of Personal and Social Fear of Missing Out (Study of Customer Fashion Product). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study is a quantitative research that analyzes the influence of customer innovativeness, social media usage, and online advertising on impulsive buying behavior, with personal FOMO (Fear of Missing Out) and social FOMO as mediating variables. The aim of this research is to gain a deeper understanding of the factors that drive impulsive buying tendencies in the context of technology adoption and advertising exposure. Specifically, it seeks to explore the impact of customer innovativeness, patterns of social media usage, and online advertising strategies on impulsive buying behavior, while considering the roles of personal and social FOMO as potential mediators in the decision-making process. The study involves 230 respondents selected using a convenience sampling method.The findings demonstrate several key relationships: social media usage, online advertising, and customer innovativeness all positively influence both personal and social FOMO. Additionally, both personal and social FOMO are found to positively affect impulsive buying behavior. However, the mediation effects of FOMO differ depending on the context. Personal FOMO does not mediate the relationships between social media usage or online advertising and impulsive buying behavior, but it does mediate the relationship between customer innovativeness and impulsive buying behavior. Similarly, social FOMO does not mediate the relationships between social media usage or online advertising and impulsive buying behavior, while it does mediate the relationship between customer innovativeness and impulsive buying behavior. These findings provide valuable insights into the mechanisms through which social media and marketing strategies influence consumer behavior, highlighting the nuanced role of FOMO in driving impulsive purchases within the fashion industry.

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