PENGARUH FEAR OF MISSING OUT (FOMO) DAN FLASH SALE TERHADAP IMPULSE BUYING PADA PENGGUNA SOCIAL COMMERCE TIKTOK SHOP DI DAERAH ISTIMEWA YOGYAKARTA

Authors

  • Alfina Rahmah Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author
  • Yuyun Wahyuni Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta Author

Abstract

This study aims to analyze the influence of fear of missing out (FOMO) and flash sale on impulse buying among social commerce TikTok Shop users in Daerah Istimewa Yogyakarta. The study involved 100 respondents selected using a purposive sampling technique. Data were analyzed using multiple linear regression. The results showed that fear of missing Out (FOMO) and flash sale partially had a significant effect on impulse buying. In addition, the Adjusted R Square value of 0,611 indicated that both variabels werw able to explain 61,1 % of the variation in impulse buying. These findings suggest that emotional factors and promotional strategies play a role in increasing impulse buying behavior among TikTok Shop users.

Keywords: Fear of Missing Out (FOMO), Flash Sale, Impulse Buying

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Published

2026-07-08

Issue

Vol. 23 No. 1 (2026)

Section

Articles

How to Cite

PENGARUH FEAR OF MISSING OUT (FOMO) DAN FLASH SALE TERHADAP IMPULSE BUYING PADA PENGGUNA SOCIAL COMMERCE TIKTOK SHOP DI DAERAH ISTIMEWA YOGYAKARTA. (2026). Jurnal Optimal, 23(1), 69-82. https://jurnal.stieieu.ac.id/index.php/opt/article/view/195

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