The Effect of Fomo and Hedonic Lifestyle on Impulsive Buying in Price Moderation at PT Paragon Technology and Innovation
DOI:
https://doi.org/10.58258/k7mx4449Abstract
This study used a quantitative approach with an associative approach. The study population was consumers using PT Paragon Technology and Innovation products in Mataram City, with a sample of 190 respondents selected using a purposive sampling technique. Data were collected through a questionnaire using a Likert scale and then analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the help of the SmartPLS application to test validity, reliability, structural model, and research hypotheses. The results showed that FoMO had a positive and significant effect on impulse buying, while a hedonic lifestyle had no significant effect. Furthermore, price was shown to positively and significantly moderate the relationship between FoMO and impulse buying, and negatively and significantly moderate the relationship between a hedonic lifestyle and impulse buying. These results suggest that psychological factors resulting from the fear of missing out are more dominant in influencing impulsive buying behavior than a hedonic lifestyle.References
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