The Influence of Social Media Marketing, Fear of Missing Out, and Hedonic Motivation on Impulsive Buying at Eiger Store
Pengaruh Social Media Marketing, Fear Of Missing Out, dan Hedonic Motivation Terhadap Impulsive Buying Pada Eiger Store
DOI:
https://doi.org/10.21070/ups.9770Keywords:
Social Media Marketing, Fear Of Missing Out, Hedonic Motivation, Impulsive Buying, Eiger StoreAbstract
In the digital era, consumer behavior has undergone significant transformation, particularly in the context of impulsive buying triggered by social media marketing strategies, the psychological phenomenon of FOMO, and hedonic motivation. This study aims to analyze the influence of Social Media Marketing, Fear of Missing Out (FOMO), and Hedonic Motivation on Impulsive Buying among Eiger Store consumers. The results show that Social Media Marketing has a positive and significant effect on Impulsive Buying, Fear of Missing Out has a positive and significant effect on Impulsive Buying, and Hedonic Motivation has a positive and significant effect on Impulsive Buying. Hedonic Motivation demonstrates the most dominant influence among the three variables. Simultaneously, the three variables explain (R²=0.764) of the variation in Impulsive Buying. This research provides practical implications for Eiger Store to optimize digital marketing strategies by considering psychological aspects and hedonic motivation of consumers, particularly Generation Z, in enhancing sales effectiveness.
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