Pengaruh Fear of Missing Out, Diskon, Dan Media Sosial Terhadap Impulsive Buying Pada Tomoro Coffee di Kota Medan

Abstract

Impulsive Buying is not all unplanned purchasing decisions are driven by urgent desires or strong positive emotions, although these are often considered typical characteristics of impulsive buying. (Amos et al., 2014:213 in (Rerung, n.d.). This phenomenon is increasingly prevalent, especially among young consumers who actively engage with social media. One psychological factor influencing this behavior is the Fear of Missing Out (FoMO)—a feeling of anxiety about missing trends or the latest information. Additionally, marketing strategies such as discounts and promotions delivered via social media are also believed to contribute to the tendency for impulsive purchases. The study explores the effect of FoMO, discounts, and social media on impulsive buying behavior among consumers of Tomoro Coffee in Medan City. The research employed a quantitative approach using a survey method. Ninety seven in total were selected using the Cochran formula, and data were collected through questionnaires. The relationship between the dependent variable and each independent variable was analyzed through multiple linear regression.The results reveal that both FoMO and social media have a positive and significant effect on impulsive buying behavior. In contrast, although discounts also show a positive influence, their effect is not as dominant as the other two variables. The study concludes that psychological factors and digital exposure play a more crucial role in driving spontaneous purchasing decisions compared to price-related incentives such as discounts.