PENGARUH FEAR OF MISSING OUT TERHADAP PEMBELIAN IMPULSIF DI KALANGAN PENGGEMAR ENHYPEN DEWASA AWAL

Abstract

This research was motivated by the increasing phenomenon of impulsive buying among K-Pop fans, particularly ENHYPEN fans, as a result of the easy access to content and products through digital platforms. The purpose of this study is to determine the extent to which Fear of Missing Out (FoMO) influences impulsive buying behavior among early adult ENHYPEN fans. This study used a quantitative approach with a total of 115 participants aged 18–25 years, who are active ENHYPEN fans and have purchased official merchandise, concert tickets, or collaboration products. The instruments used in this study were the Fear of Missing Out Scale and the Impulsive Buying Scale. Data analysis was conducted using simple linear regression with the help of the JASP program. The regression test results showed a p- value = 0.000 < 0.05, indicating a significant effect of FoMO on impulsive buying. The R Square value was 0.425, meaning that FoMO contributes 42.5% to the variance in impulsive buying. Therefore, the hypothesis in this study is accepted.