The Effect of Fomo (Fear of Missing Out) and Price Discount on Impulse Buying with Religiosity as a Moderating Variable in Palembang City People Who Shop at E-Commerce Shopee

Abstract

this research departs from the problem that whether fomo (fear of missing out) and price discount on impluse buying with religiousity as a moderating variable on palembang city communities shopping at shopee e-commerce. The purpose of this study was to know and analyze how much influence fomo (fear of missing out) and price discount on impluse buying with religiousness as a moderating variable on palembang city communities shopping at shopee e-commerce. This research uses quantitative research. The population in this study were consumers who decided to buy or use shopee in Palembang city, without distinguishing gender, the number of which was unknown. The sampling technique used in this study was purposive sampling. There were 100 samples of Palembang City residents. Data collection was carried out online via WhatsApp social media. While the data analysis used in this research is SEM (Structural Equation Modeling) through SmartPLS 4.0 with a moderating analysis model. The results of the analysis show FoMO (Fear of Missing Out) (X1) has a positive and significant effect on Impulse Buying (Y) with a P value of 0.029 or < 0.05, so it can be concluded that there is a significant effect of FoMO (Fear of Missing Out) on Impulse Buying in Palembang City People who shop at Shopee E-Commerce. FoMO (Fear of Missing Out) (X1) has a positive and significant effect on Religiosity (Z) with a P value of 0.014 or < 0.05, so it can be concluded that there is a significant effect of FoMO (Fear of Missing Out) on Religiosity in Palembang City People who Shop at Shopee E-Commerce. Price Discount (X2) has a positive and significant effect on Impulse Buying (Y) with a P value of 0.045 or < 0.05, so it can be concluded that there is a significant effect of Price Discount on Impulse Buying in Palembang City People Shopping at E-Commerce Shopee. Price Discount (X2) has a positive and significant effect on Religiosity (Z) with a P value of 0.000 or < 0.05, so it can be concluded that there is a significant effect of Price Discount on Religiosity in Palembang City People who Shop at Shopee E-Commerce. Religiosity (Z) has a positive and significant effect on Impulse Buying (Y) with a P value of 0.034 or < 0.05, so it can be concluded that there is a significant effect of Religiosity on Impulse Buying in Palembang City People Shopping at E-Commerce Shopee. The effect of FoMO (Fear of Missing Out) on Impulse Buying through Religiosity in Palembang City People Shopping at Shopee ECommerce, indicated by a T-statistic value of 1.435 < 1.96 and a p-value of 0.151> 0.05. this means that hypothesis 6 is not accepted. The effect of Price Discount on Impulse Buying through Religiosity in Palembang City People Shopping at Shopee ECommerce, indicated by a T-statistic value of 2.015 > 1.96 and a p-value of 0.044 < 0.05. this means that hypothesis 7 is accepted.that FoMO (Fear of Missing Out) and Price Discount on Impluse Buying. Then the results of the moderating variable in the form of religiosity have a role in moderating (strengthening and weakening) FoMO (Fear of Missing Out) and Price Discount on Impluse Buying at Shopee.