PENGARUH FEAR OF MISSING OUT (FOMO), PERILAKU KONSUMTIF DAN LIFESTYLE (GAYA HIDUP) TERHADAP IMPULSE BUYING MARKETPLACE SHOPEE STUDI KASUS MAHASISWA MANAJEMEN DI UNIVERSITAS PGRI MADIUN

Pandu Haryo Dewanata, Heny Sidanti

Abstract


The aim of this research is to determine the influence of fear of missing out, consumer behavior and lifestyle on impulse buying of the Shopee marketplace, a case study of Management students at PGRI Madiun University. The research method in this research used quantitative. The population in this research was 1,120 students from the Management Study Program, Faculty of Economics and Business at PGRI Madiun University. The sampling technique used was purposive sampling. The results of this research show that partially the FoMo variable has a positive and significant influence on impulse buying Marketplace Shopee case study of Management Students at PGRI Madiun University, partially the consumptive behavior variable has a positive and significant influence on impulse buying Marketplace Shopee case study Management Students at PGRI Madiun University, so that the second hypothesis is accepted and partially the lifestyle variable has a positive and significant influence on impulse buying Marketplace Shopee case study of Management Students at PGRI Madiun University.

Keywords: Fear of Missing Out, Consumer Behavior, Lifestyle, Impulse Buying

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