The Effects Of Scarcity And Fear Of Missing Out (Fomo) On Impulse Buying, Moderated By Social Media Use
Keywords:
Consumer Behavior, Fear of Missing Out (FoMO), Impulse Buying, Scarcity, Social Media UseAbstract
Consumer changes in making purchasing decisions have led to an increase in the Impulse Buying phenomenon. Fashion bags are one of the vulnerable categories because they have visual appeal through product designs and characteristics that can attract consumers' attention. This research is important to understand the factors that can trigger Impulse Buying. The purpose of this study is to analyze the influence of Scarcity, Fear of Missing Out (FoMO), and Impulse Buying on fashion bag consumers in the Greater Jakarta area in 2026, using Social Media Use as a moderating variable. This study uses a quantitative approach with a purposive sampling technique on 178 respondents. Data analysis was carried out using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results show that Scarcity has a positive and significant effect on Impulse Buying, Scarcity has a positive and significant effect on Fear of Missing Out (FoMO). In addition, Fear of Missing Out (FoMO) has a positive and significant effect on Impulse Buying, and Social Media Use is able to moderate the effect of Scarcity on Impulse Buying. The findings of this research provide practical contributions for business actors in understanding the importance of marketing strategies through Scarcity, FoMo and Social Media Use.
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