Analysis of Influencers and Fomo on Impulse Buying: The Mediating Role of Online Consumer Trust
DOI:
https://doi.org/10.56456/jebdeker.v6i2.926Keywords:
Influencers, FOMO, Impulse Buying, Consumer TrustAbstract
The research aims to determine the influence of influencers and FOMO on impulsive buying: the mediating role of online consumer trust. This study population of e-commerce consumers Solo Raya as a non-probability sample. Researchers based determination sample elements according to Hair et al (2010) the number research indicator items is 17, multiplied 10 equals 170 respondents. The extracted data were then further analyzed mediation and regression to determine direct relationship between influencer influence and FOMO with consumers. The findings this study demonstrate that influencers, FOMO, and buyer trust are among main factors that trigger impulsive buying behavior. Influencers and FOMO also show correlation that significant impact on consumer trust. The output mediation test indicates that the role influencers is a factor in giving rise to impulsive purchasing attitudes, so that consumer trust is a partial mediator instrument. However, the direct effect of FOMO on impulsive buying not significant. The result study indicate that FOMO does not explicitly encourage impulsive buying, but rather builds consumer trust. It is hoped this research will provide theoretical basis for developing research on digital consumer behavior. The results of this study will also yield practical benefits that will be very useful for entrepreneurs. The researchers suggest that further research include other variables such as promotion and e-WOM to enrich the impulse buying model. Future researchers could employ mixed methods to gain a deeper understanding the role FOMO and consumer trust impulse buying.
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