PENGARUH FEAR OF MISSING OUT (FOMO), PROMOSI PENJUALAN DAN MEDIA SOSIAL TERHADAP IMPULSIVE BUYING PADA MALOMO KOPI DI KOTA PALEMBANG

KURNIAWATI, INDRI (2026) PENGARUH FEAR OF MISSING OUT (FOMO), PROMOSI PENJUALAN DAN MEDIA SOSIAL TERHADAP IMPULSIVE BUYING PADA MALOMO KOPI DI KOTA PALEMBANG. S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

Abstrak INDRI KURNIAWATI, Pengaruh Fear of Missing Out (FOMO), Promosi Penjualan, dan Media Sosial terhadap Impulsive Buying pada Malomo Kopi di Kota Palembang. (Di bawah bimbingan Ibu Dr. Yuni Adinda Putri, SE., M. Si dan Ibu Yun Suprani, SE., M. Si). Penelitian ini bertujuan untuk menganalisis pengaruh Fear of Missing Out (FOMO), promosi penjualan, dan media sosial terhadap impulsive buying pada Malomo Kopi di Kota Palembang. Fenomena meningkatnya penggunaan media sosial, maraknya promosi penjualan, serta munculnya perilaku FOMO diduga menjadi faktor yang mendorong konsumen melakukan pembelian secara impulsif. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Data diperoleh melalui penyebaran kuesioner kepada 98 responden konsumen Malomo Kopi. Teknik analisis data yang digunakan meliputi uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, koefisien determinasi (R²), uji F, dan uji t dengan bantuan program SPSS versi 29. Hasil penelitian menunjukkan bahwa FOMO, promosi penjualan, dan media sosial secara simultan berpengaruh positif dan signifikan terhadap impulsive buying dengan nilai F hitung 33,747 dan signifikansi < 0,001. Secara parsial, FOMO (0,380), promosi penjualan (0,307), dan media sosial (0,284) juga berpengaruh positif dan signifikan terhadap impulsive buying. Nilai R² sebesar 0,519 menunjukkan bahwa 51,9% variasi impulsive buying dapat dijelaskan oleh ketiga variabel tersebut, sedangkan 48,1% dipengaruhi faktor lain di luar penelitian. Variabel FOMO merupakan faktor yang paling dominan memengaruhi impulsive buying. Kata Kunci: Fear of Missing Out (FOMO), Promosi Penjualan, Media Sosial, Impulsive Buying. ABSTRACT INDRI KURNIAWATI, The Influence of Fear of Missing Out (FOMO), Sales Promotion, and Social Media on Impulsive Buying at Malomo Coffee in Palembang City (Under the supervision of Dr. Yuni Adinda Putri, S.E., M.Si and Yun Suprani, S.E., M.Si). This study aims to analyze the influence of Fear of Missing Out (FOMO), sales promotions, and social media on impulsive buying at Malomo Kopi in Palembang. The increasing use of social media, the prevalence of sales promotions, and the emergence of FOMO behavior are suspected to be factors driving consumer impulse buying. This study used a quantitative method with an associative approach. Data were obtained by distributing questionnaires to 98 Malomo Kopi consumer respondents. Data analysis techniques used included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, coefficient of determination (R²), F-test, and t-test using SPSS version 29. The results showed that FOMO, sales promotions, and social media simultaneously had a positive and significant effect on impulsive buying, with an F-value of 33.747 and a significance level of <0.001. Partially, FOMO (0.380), sales promotions (0.307), and social media (0.284) also had a positive and significant effect on impulsive buying. The R² value of 0.519 indicates that 51.9% of the variation in impulsive buying can be explained by these three variables, while 48.1% is influenced by factors outside the study. The FOMO variable is the most dominant factor influencing impulsive buying.

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Ny INDRI KURNIAWATI
Date Deposited:	03 Aug 2026 02:21
Last Modified:	03 Aug 2026 03:40
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/11202

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