Pengaruh Influencer Marketing dan Fear Of Missing Out (Fomo) Terhadap Impulse Buying pada Generasi-Z Pengguna Aplikasi Tiktok di Kota Medan (Studi Kasus pada Rucas.Co)

Abstract

This study aims to examine and analyze the influence of Influencer Marketing and Fear of Missing Out (FOMO) on Impulse Buying among Rucas.co customers in Medan City. This research is associative in nature, using primary data obtained through questionnaires distributed to Rucas.co consumers. The population of this study consists of all consumers who have ever purchased Rucas.co products, with a sample size of 110 respondents determined using Hair’s formula. The data analysis technique employed is multiple linear regression analysis. The results indicate that Influencer Marketing and Fear of Missing Out simultaneously have a significant effect on Impulse Buying among Rucas.co customers. Partially, Influencer Marketing has a positive and significant effect on Impulse Buying, and similarly, Fear of Missing Out (FOMO) has a positive and significant effect on Impulse Buying. This finding shows that promotional strategies through influencers and the psychological drive of FOMO can encourage consumers to make impulsive purchases.