The Effect of Content Marketing and Fear of Missing Out to Post-Purchase Regret Mediated by Impulsive Buying

Abstract

This study aims to examine and discuss the influence of Content Marketing and Fear of Missing Out (FoMO) on Post-purchase regret through Impulsive Buying as a Mediating Variable. The type of research used is quantitative research. The sample used was 100 respondents who were buyers and users of Somethinc products and were active members of the Twitter community (X) "Oh My Beauty Bank". The sampling technique used was non-probability sampling with purposive sampling. The data collection method was with Google Form. Data analysis used SmartPLS. The results of this study concluded that Content Marketing had a significant effect on Impulsive Buying, FoMO had a significant effect on Impulsive Buying, Content Marketing had a significant effect on Post-purchase Regret, and FoMO had a significant effect on Post-purchase Regret.