The Influence of FOMO, Post-Purchase Regret, and Perceived Urgency on Impulsive Purchasing Behavior of The Originote Brand on TikTok Shop via TikTok
Pengaruh FOMO, Penyesalan Pasca Pembelian, dan Persepsi Urgensi terhadap Perilaku Pembelian Impulsif Brand The Originote di TikTok Shop melalui TikTok
DOI:
https://doi.org/10.21070/ups.10250Keywords:
fomo, post-purchase regret, perceived urgency, impulsive purchasing behavior, tiktok shopAbstract
This study examines impulsive buying behavior among consumers of The Originote products on TikTok Shop through the TikTok social media platform, which continues to grow alongside the explansion of social commerce. This phenomena is important because consumer purchase decisions are often influenced by psychological factors and situational pressure in digital environments. The purpose of this study is to analyze the influence of Fear of Missing Out, Post-Purchase Regret, and Perceived Urgency on consumers’ impulsive buying behavior. The research employed a quantitative survey by distributing questionnaires to 120 respondents in Sidoarjo Regency who had previously made impulsive purchases on TikTok Shop. The rsults indicate that Fear of Missing Out, Pots-Purchase Regret, and Perceived Urgency have positive and significant effects on impulsive buying behavior. Simultaneously, these three variables explain 94% of the variation in digital consumers’ impulsive buying behavior overall clearly.
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