INFLUENCE FEAR OF MISSING OUT (FOMO) AND QUALITY PRODUCT ON PURCHASING DECISIONS CLOTHES THRIFT THROUGH IMPULSE BUYING IN GENERATION Z IN PALU CITY

This study aims to determine and analyze the influence of Fear of Missing Out (FoMO) and Product Quality on thrift clothing purchasing decisions through Impulse Buying on Generation Z in Palu City. The type of research used is causal associative. The sampling technique in this study uses a purposive sampling method . The sample used was 140 respondents. The data collection technique used was distributing questionnaires and processed using SmartPLS version 4.1. The scale used in this study was a Likert scale and the analysis tool used was PLS. The results showed that the influence of FoMO directly had a positive effect on impulse buying and a negative effect on purchasing decisions, product quality directly had a positive effect on impulse buying and purchasing decisions, and impulse buying had a positive effect on purchasing decisions. The results indirectly show that impulse buying can mediate a strong relationship between FoMO, product quality and consumer purchasing decisions.