Pengaruh Online FoMO terhadap Online Impulsive Buying pada Mahasiswa
DOI:
https://doi.org/10.29313/bcsps.v6i2.25075Keywords:
Fear of Missing Out, Impulsive Buying, MahasiswaAbstract
Abstract. The widespread adoption of digital technology has transformed social media and e-commerce into integral platforms for communication and online shopping. As individuals are increasingly exposed to others’ activities and trending products on social media, they may experience Online Fear of Missing Out (Online FoMO), which can encourage impulsive purchasing behavior. This study examined the effect of Online Fear of Missing Out on Online Impulsive Buying among university students in Bandung. A quantitative approach was employed using a causal research design, involving 421 participants selected through convenience sampling. Data were collected using the Online Fear of Missing Out Scale (ON-FoMO) developed by Sette et al. (2020) and the Impulse Buying Tendency Scale (IBT) developed by Verplanken and Herabadi (2001). Simple linear regression analysis revealed that Online Fear of Missing Out had a positive and statistically significant effect on Online Impulsive Buying (β = 0.441, p < .001), accounting for 44.1% of the variance in Online Impulsive Buying. These findings indicate that higher levels of Online Fear of Missing Out are associated with a greater tendency among university students to engage in Online Impulsive Buying.
Abstrak. Perkembangan teknologi digital telah meningkatkan penggunaan media sosial dan e-commerce sebagai sarana memperoleh informasi sekaligus berbelanja. Paparan terhadap konten dan tren produk di media sosial dapat menimbulkan Online Fear of Missing Out (Online FoMO), yaitu kekhawatiran akan tertinggal dari pengalaman atau informasi yang dimiliki orang lain, sehingga mendorong individu melakukan pembelian secara impulsif. Penelitian ini bertujuan untuk menguji pengaruh Online Fear of Missing Out terhadap Online Impulsive Buying pada mahasiswa di Kota Bandung menggunakan pendekatan kuantitatif dengan desain penelitian kausal. Sampel penelitian berjumlah 421 mahasiswa yang diperoleh melalui teknik convenience sampling. Instrumen penelitian terdiri dari Online Fear of Missing Out Scale (ON-FoMO) yang dikembangkan oleh Sette et al. (2020) dan The Impulse Buying Tendency Scale (IBT) oleh Verplanken dan Herabadi (2001). Analisis data menggunakan regresi linear sederhana. Hasil penelitian menunjukkan bahwa Online Fear of Missing Out berpengaruh positif dan signifikan terhadap Online Impulsive Buying (β = 0,441; p < 0,001) dengan kontribusi sebesar 44,1%. Hasil tersebut menunjukkan bahwa mahasiswa yang mengalami Online Fear of Missing Out cenderung mengalami Online Impulsive Buying.
References
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Ayuningtyas, M. F., & Irawan, A. (2021). THE INFLUENCE OF FINANCIAL LITERACY ON BANDUNG GENERATION Z CONSUMERS IMPULSIVE BUYING BEHAVIOR WITH
SELF-CONTROL AS MEDIATING VARIABLE. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 155–171. https://doi.org/10.35631/AIJBES.39012
Bartosiak, A., Lee, J. E., & Loibl, C. (2025). Fear of missing out, social media influencers, and the social, psychological and financial wellbeing of young consumers. PLOS ONE, 20(4), e0319034. https://doi.org/10.1371/journal.pone.0319034
Bruijn, M. P. M. de. (2021). Social Media and the Fear of Missing Out among Adolescents: The Role of Peer Pressure. Utrecht University.
Charles, C. E., & Immanuel, D. M. (2025). FOMO, Materialism and the Gen Z Shopping Behavior: The Impact on Online Impulse Buying and Post-Purchase Regret (With a Gender Perspective). Jurnal Aplikasi Manajemen, 23(1), 134–157. https://doi.org/10.21776/ub.jam.2025.023.1.08
Dinh, T. C. T., & Lee, Y. (2022). “I want to be as trendy as influencers” – how “fear of missing out” leads to buying intention for products endorsed by social media influencers. Journal of Research in Interactive Marketing, 16(3), 346–364. https://doi.org/10.1108/JRIM-04-2021-0127
Gopal, K., Lian, S. B., & Kaur, H. (2022). THE IMPACT OF PEER PRESSURE, PRICE DISCOUNTS AND ELECTRONIC WORD OF MOUTH ON ONLINE IMPULSE BUYING AMONGST COLLEGE STUDENTS IN MALAYSIA: A CONCEPTUAL PAPER. Electronic
Journal of Business and Management, 7(4). https://doi.org/10.65136/ejbm.v7i4.90
Guo, T., Cai, C., Xu, Y., Huang, M., & Ni, Y. (2024). Self-Esteem and College Students’ Online Impulse Buying: The Independent and Interactive Moderating Role of Interdependent Self-Construal and Interpersonal Relationships. Psychology Research and Behavior Management, Volume 17, 4447–4461. https://doi.org/10.2147/PRBM.S494636
Hamizar, A., Karnudu, F., Relubun, D. A., & Saimima, S. (2024). Consumer impulse buying behavior based on FOMO psychology in the digital era. International Conference of Multidisciplinary
Cel: Proceeding, 1(1), 134–142. https://doi.org/10.33292/7HBTHP47
Husna, J. A., Wiranatakusuma, D. B., & Anggi Aprizal. (2025). The Effects of FoMO on Student Consumption Behavior in the Digital Economy Era. Jurnal Manajemen, Akuntansi, Ekonomi, 3(3), 137–143. https://doi.org/10.59066/jmae.v3i3.1129
Kumar, A., Chaudhuri, S., Bhardwaj, A., & Mishra, P. (2020). IMPULSE BUYING AND POST-PURCHASE REGRET: A STUDY OF SHOPPING BEHAVIOUR FOR THE PURCHASE OF GROCERY PRODUCTS. INTERNATIONAL JOURNAL OF MANAGEMENT, 11(12).
https://doi.org/10.34218/IJM.11.12.2020.057
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Li, J., Qi, J., Wu, L., Shi, N., Li, X., Zhang, Y., & Zheng, Y. (2021). The Continued Use of Social Commerce Platforms and Psychological Anxiety—The Roles of Influencers, Informational Incentives and FoMO. International Journal of Environmental Research and Public Health, 18(22), 12254. https://doi.org/10.3390/ijerph182212254
Mandas, A. L., & Silfiyah, K. (2022). Social Self-Esteem and Fear of Missing Out Towards the Social Media User of Generation Z. Jurnal Sinestia, 12(1), 19–27.
Marsa, S., & Dimyati, D. (2023). THE CORRELATION BETWEEN FEAR OF MISSING OUT (FOMO) AND SOCIAL MEDIA INTENSITY (TIKTOK) AMONG COLLEGE STUDENTS.
Media Bina Ilmiah, 18(2), 363–368.
Maulidy, A., Zaini, A. W., & Sanjani, M. A. F. (2025a). Social Media Influence on Consumerism Trends Among College Students. Indonesian Journal of Education and Social Studies, 5(1), 16–
28. https://doi.org/10.33650/ijess.v5i1.11682
Maulidy, A., Zaini, A. W., & Sanjani, M. A. F. (2025b). Social Media Influence on Consumerism Trends Among College Students. Indonesian Journal of Education and Social Studies, 5(1), 16–
28. https://doi.org/10.33650/ijess.v5i1.11682
Mokhlis, N.-N. B., Baharuddin, N.-N., Janang, J. S., Iung Yau, D. L., & Binti Khalid, F. D. (2025).
Fashion Frenzy: How Social Pressures and FOMO Drive Impulse Buying among Youth. International Journal of Academic Research in Business and Social Sciences, 15(10). https://doi.org/10.6007/IJARBSS/v15-i10/26648
Nesbit, T., & Lole, L. (2026). A Qualitative Investigation of Social Media Fear of Missing Out (FoMO) and Needs Fulfilment Among Young Adults. International Journal of Human–Computer Interaction, 42(7), 5109–5125. https://doi.org/10.1080/10447318.2025.2543998
Nikolinakou, A., Phua, J., & Kwon, E. S. (2024). What drives addiction on social media sites? The relationships between psychological well-being states, social media addiction, brand addiction and impulse buying on social media. Computers in Human Behavior, 153, 108086. https://doi.org/10.1016/j.chb.2023.108086
Pellegrino, A., Abe, M., & Shannon, R. (2022). The Dark Side of Social Media: Content Effects on the Relationship Between Materialism and Consumption Behaviors. Frontiers in Psychology,
13. https://doi.org/10.3389/fpsyg.2022.870614
Piko, B. F., Müller, V., Kiss, H., & Mellor, D. (2025). Exploring contributors to FoMO (fear of missing out) among university students: The role of social comparison, social media addiction, loneliness, and perfectionism. Acta Psychologica, 253, 104771. https://doi.org/10.1016/j.actpsy.2025.104771
Qureshi, F. H., Sokić, K., & Khawaja, S. (2025). Impulsive Buying Tendencies and Personality: Cognitive and Affective Aspects. Psychiatry International, 6(1), 5. https://doi.org/10.3390/psychiatryint6010005
Rafsanjani, M. A., Wulandari, S. S., Wardoyo, D. T. W., Soesatyo, Y., Srisuk, P., & Saphira, H. V. (2025). Unveiling Impulsive Buying Behavior During E-Commerce Discount Events Among College Students. International Journal of Emerging Research and Review, 3(2).
Roberts, J. A., & David, M. E. (2020). The Social Media Party: Fear of Missing Out (FoMO), Social Media Intensity, Connection, and Well-Being. International Journal of Human–Computer
Interaction, 36(4), 386–392. https://doi.org/10.1080/10447318.2019.1646517
Saladino, V., Verrastro, V., Cannavò, M., Calaresi, D., & Barberis, N. (2024). Emotion dysregulation and problematic social media use: the role of need fulfillment and fear of missing out. Current Psychology, 43(26), 22200–22211. https://doi.org/10.1007/s12144-024-06005-5
Sari, D. N., Prayitno, S. R., & Afghani, A. A. A. (2024). Pengaruh FoMO Pada Promo Iklan Di TikTok Terhadap Keputusan Pembelian Oleh Mahasiswa: Ditinjau dari E-Commerce. Jurnal Intelek Dan Cendekiawan Nusantara, 1(6).
Sari, R. K., Utama, S. P., & Zairina, A. (2021). The Effect of Online Shopping and E-Wallet on Consumer Impulse Buying. Asia Pacific Management and Business Application, 009(03), 231–
242. https://doi.org/10.21776/ub.apmba.2021.009.03.3
Servidio, R., Soraci, P., Griffiths, M. D., Boca, S., & Demetrovics, Z. (2024). Fear of missing out and problematic social media use: A serial mediation model of social comparison and self-esteem. Addictive Behaviors Reports, 19, 100536. https://doi.org/10.1016/j.abrep.2024.100536
Sivakumar, A., Jayasingh, S., & Shaik, S. (2023). Social Media Influence on Students’ Knowledge Sharing and Learning: An Empirical Study. Education Sciences, 13(7), 745. https://doi.org/10.3390/educsci13070745
Sokić, K., Horvat, Đ., & Martinčić, S. G. (2020). How Impulsivity influences the Post-purchase Consumer Regret? Business Systems Research Journal, 11(3), 14–29. https://doi.org/10.2478/bsrj-2020-0024
Song, H.-Y., & Kim, J.-H. (2022). Smartphone Use Type, Fear of Missing Out, Social Support, and Smartphone Screen Time Among Adolescents in Korea: Interactive Effects. Frontiers in Public Health, 10. https://doi.org/10.3389/fpubh.2022.822741
Soomro, S. A., & Habeeb, Y. O. (2025). Impact of perceived ease of use on impulsive buying behaviour through mobile commerce with hedonic and utilitarian effects. Asia-Pacific Journal of Business Administration, 17(3), 796–813. https://doi.org/10.1108/APJBA-11-2023-0563
Sultan, I. S. A., Dahlan, A., Nur Wahida Mahmud Pauzi, & Vetrayan, J. (2022). Fear of Missing Out (FoMO) and its relation with Depression and Anxiety among University Students. Environment-Behaviour Proceedings Journal, 7(20), 233–238. https://doi.org/10.21834/ebpj.v7i20.3358
Sutanto, F., Sahrani, R., & Basaria, D. (2020). Fear of Missing Out (FoMO) and Psychological Well-Being of Late Adolescents Using Social Media. Proceedings of the 2nd Tarumanagara
International Conference on the Applications of Social Sciences and Humanities (TICASH 2020). https://doi.org/10.2991/assehr.k.201209.071
Syafila, A. O., Mukhtar, D. Y., & Rola, F. (2025). Examining the Role of Fear of Missing Out in Shaping Online Impulsive Buying Behavior of Generation Z Students. Journal of Health, Medical, and Psychological Studies, 1(2), 09–17. https://doi.org/10.65310/crxz9y81
Tandon, A., Laato, S., Islam, N., & Dhir, A. (2025). Social comparisons at social networking sites: how social Media-induced fear of missing out and envy drive compulsive use. Internet
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2026-08-02
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