The Influence of Social Media Marketing, Influencer Marketing, and FOMO on Impulsive Buying of Lifestyle Products: A Study of Generation Z in Yogyakarta

Alim Risaldi; Audita Nuvriasari

doi:10.55927/ijbae.v5i1.558

Authors

Alim Risaldi Universitas Mercu Buana
Audita Nuvriasari Universitas Mercu Buana

DOI:

https://doi.org/10.55927/ijbae.v5i1.558

Keywords:

Social Media Marketing, Influencer Marketing, FOMO, and Impulsive Buying

Abstract

This study examines the effects of Social Media Marketing, Influencer Marketing, and Fear of Missing Out (FOMO) on impulsive buying of lifestyle products among Generation Z in Yogyakarta. A quantitative survey approach was employed, involving 100 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using multiple linear regression. The results indicate that Social Media Marketing and FOMO have positive and significant effects on impulsive buying, while Influencer Marketing also shows a significant influence. These findings highlight the important role of digital marketing strategies and psychological factors in shaping impulsive purchasing behavior among Generation Z. The study provides insights for lifestyle product businesses in developing effective social media, influencer, and FOMO-based marketing strategies, and offers a foundation for future research on impulsive buying behavior in the context of digital marketing.

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