The Role of FOMO, Price Discount, and Product Quality on Impulse Buying Somethinc Makeup at Shopee
Peran FOMO, Price Discount, dan Product Quality Terhadap Impulse Buying Makeup Somethinc di Shopee
DOI:
https://doi.org/10.21070/ups.8370Keywords:
Fear of Missing Out (FOMO), Price Discount, Product Quality, Impulse BuyingAbstract
The beauty industry in Indonesia is growing rapidly, especially among the younger generation. In this generation, they are increasingly aware of the importance of appearance and self-care. This study aims to understand how the role Fear of Missing Out (FOMO), price discount, and product quality on impulse buying Somethinc makeup products on e-commerce Shopee. This research also uses a quantitative approach method with a sampling technique, namely purposive sampling, which consists of 100 respondents and IBM SPSS version 25 is used to process data. The results showed that Fear of Missing Out has a significant positive role on impulse buying Somethinc makeup products in Shopee e-commerce. Price discount also has a significant positive role on impulse buying Somethinc makeup products in Shopee e-commerce. In addition, product quality also has a significant positive role on impulse buying Somethinc makeup products in Shopee e-commerce.
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