PENGARUH FEAR OF MISSING OUT (FOMO) DAN FLASH SALE TERHADAP KEPUTUSAN PEMBELIAN DI MARKETPLACE SHOPEE (STUDI KASUS PADA GENERASI Z DI KOTA MUARA TEWEH)

Abstract

This study aims to determine the influence of Fear of Missing Out (FoMO) and Flash Sale on purchasing decisions in the Shopee Marketplace among Generation Z in Muara Teweh City, both simultaneously and partially, as well as to identify the most dominant variable. The study used a quantitative method with a sample of 100 Generation Z Shopee users selected through accidental sampling technique. Data were collected through questionnaires and analyzed using SPSS 27.0. The results showed that FoMO and Flash Sale simultaneously and partially have a significant effect on purchasing decisions. The most dominant variable influencing purchasing decisions is Flash Sale.