Perilaku Impulsive Buying Pada Mahasiswa Pengguna Skincare Di Surabaya Berkaitan Dengan Fenomena Fear of Missing Out

Abstract

This study aims to know the relationship between Fear of Missing Out and impulsive buying. Fear of Missing Out is the independent variable in this research. Meanwhile, impulsive buying is the dependent variable. The sample for this research was 109 students using skincare in the city of Surabaya. The sampling used is non-probability sampling with purposive sampling technique, which is a method of selecting samples from among the population according to what the researcher desires, so that the sample can represent the characteristics of the desired population. The measuring instruments used are the impulsive buying scale and the Fear of Missing Out. This research hypothesis testing was carried out using the product moment correlation technique assisted by SPSS 23.0 for Windows, showing a correlation coefficient score of 0.694 with a significance level of p = 0.000 (p < 0.01) and an R² value of 48%, meaning there is a very significant positive relationship between Fear of Missing Out and impulsive buying, meaning that the higher the Fear of Missing Out, the higher the impulsive buying behavior. The results obtained show that impulsive buying has an effective contribution of 48.2% to Fear of Missing Out, and 51.8% is influenced by other factors.