EKSPLORASI FENOMENA FEAR OF MISSING OUT (FOMO) DALAM MEMICU PERILAKU IMPULSIVE BUYING DI KALANGAN KONSUMEN MUDA

Abstract

The digital era has transformed the dynamics of social interaction and consumer consumption patterns, particularly among young consumers. The phenomenon of Fear of Missing Out (FOMO) the anxiety regarding missing out on social moments is now identified as a primary driver of impulsive buying behavior. This study aims to explore in depth how the psychological dynamics of FOMO manifest as impulsive buying actions on digital platforms. Employing with a qualitative method, data were collected through Library Research aproach. The findings reveal that FOMO operates through three key stages: social anxiety triggered by exposure to social media content, a need for social validation, and instant rationalization facilitated by the ease of digital transactions. Impulsive buying is no longer merely about fulfilling functional needs for goods, but rather a coping mechanism to alleviate temporary social anxiety, often followed by post purchase regret