Pengaruh Shopping Lifestyle dan Fomo Terhadap Impulse Buying Fashion di Tiktok Shop

Abstract

This research aims to exomine the influence of Shopping lifestyle and Fear of Missing Out (FoMO ) on Impulse Buying behavior for fashion  products at the TikTok Shop among IKIP PGRI Bojonegoro students. The research uses a quatitative approach with an explanatory type. The study population was 1413 students and the research respondent consisted of 93 active students of IKIP PGRI Bojonegoro who were selected using purposive sampling technique. Data were obtained thruogh questionnaires and analyzed using descriptive statistics, prerequisite analysis tests, multiple linear regression, coefficient of determination, partial tests, and simultaneous tests. The research result show that Shopping lifestyle has a positive and significant effect on Impulse Buying behavior with a significance value of <0.05. fear of Missing Out (FoMO ) also has a positive and significant effect on Impulse Buying behavior with a significance value of <0.05. Simultaneously, Shopping lifestyle and Fear of Missing Out (FoMO ) have a significant effect on Impulse Buying behavior for fashion  products on the TikTok Shop. The coefficient of determination value shows  that the two independent variables are able to explain variations in Impulse Buying behavior by 83.5%, while the rest is influenced by other variables outside the research. These findings indicate that the Shopping lifestyle and fear of being left behind by trends have contributed to increasing students’ impulsive purchasing tendencies far fashion  product on the TikTok Shop.

Keywords : Shopping Lifestyle,(FoMO), Impulse Buying, TikTok Shop, Produk Fashion