Hubungan Fear of Missing Out (FoMO) dengan Perilaku Impulsive Buying Pada Mahasiswa Perempuan Perantau Pengguna E- commerce di Kota Medan

Dwi Yanti Aritonang; Artiwinata Br.Ginting

doi:10.62027/vitamedica.v4i3.880

Authors

Dwi Yanti Aritonang Universitas HKBP Nommensen Medan
Artiwinata Br.Ginting Universitas HKBP Nommensen Medan

DOI:

https://doi.org/10.62027/vitamedica.v4i3.880

Keywords:

Fear of Missing Out, FoMO, impulsive buying, female migrant students, e-commerce

Abstract

This study aimed to determine the relationship between Fear of Missing Out (FoMO) and impulsive buying behavior among female migrant students who use e-commerce in Medan City. This study employed a quantitative approach with a correlational research method. The participants consisted of 340 female migrant students who use e-commerce in Medan City, selected using purposive sampling. Data were collected using a Fear of Missing Out (FoMO) scale based on the aspects of sense of self, social interaction, and social anxiety, as well as an impulsive buying scale based on cognitive and affective aspects. Data were analyzed using Spearman’s rho correlation because the normality test indicated that the data were not normally distributed. The results showed a very strong and significant positive relationship between Fear of Missing Out (FoMO) and impulsive buying behavior, with a correlation coefficient of 0.839 and a significance value of 0.000 (p < 0.05). This indicates that the higher the level of Fear of Missing Out (FoMO), the higher the tendency of female migrant students to engage in impulsive buying behavior. Conversely, the lower the level of Fear of Missing Out (FoMO), the lower the tendency to engage in impulsive buying behavior. Therefore, the research hypothesis stating that there is a relationship between Fear of Missing Out (FoMO) and impulsive buying behavior among female migrant students who use e-commerce in Medan City is accepted.

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