THE DARK SIDE OF DIGITAL ENGAGEMENT: HOW FOMO INFLUENCES IMPULSE BUYING BEHAVIOR IN E-COMMERCE PLATFORMS IN PANGKALPINANG CITY

Abstract

This study aims to analyze the impact of Fear of Missing Out (FOMO) on impulse buying behavior among e-commerce platform users in Pangkalpinang City. FOMO is a psychological phenomenon that arises due to excessive exposure to limited-time promotions and information, which drives consumers to make quick purchasing decisions without prior planning. The research employs a quantitative approach with simple linear regression analysis, involving 152 respondents who have made transactions on e-commerce platforms. The findings indicate that FOMO has a positive and significant effect on impulse buying behavior, with a t-value of 10.553 and significance <0.001. The coefficient of determination (R²) shows that FOMO explains 42.9% of the variation in impulse buying behavior. This suggests that higher consumer engagement in digital activities, such as interactions with social media and e-commerce platforms, can amplify FOMO and increase the likelihood of impulse purchases. Therefore, e-commerce marketers should consider the psychological impact of FOMO when designing more ethical and sustainable marketing strategies.