The Influence of FOMO (Fear of Missing Out) and TikTok Influencer Endorsement on Impulse Buying (Case Study on Teenagers in Bandung City)

Abstract

This study aims to identify the influence of FOMO (Fear of Missing Out) and influencer endorsement on impulse buying behaviour among adolescents in Bandung City. The development of the digital economy and social media, particularly TikTok, has increased teenagers' exposure to product offerings that lead to impulse purchases. The method used was a survey with an online questionnaire to 100 respondents, using non-probability sampling and purposive sampling techniques. Data analysis was conducted with multiple linear regression tests using IBM SPSS 30. The results showed that FOMO has a positive and significant influence on impulse buying, while influencer endorsement has no significant effect on impulse buying in adolescents. These findings can provide marketers insight into the factors that influence teenagers' consumption behaviour in the digital era.