Pengaruh e-WOM dan Kelangkaan Terhadap Pembelian Impulsif dengan FoMO sebagai Variabel Mediasi pada PopMart

This study aims to analyze the effect of electronic word of mouth (e-WOM) and scarcity on impulsive buying, with Fear of Missing Out (FoMO) as a mediating variable among PopMart consumers. This research employs a quantitative approach using a survey method. Primary data were collected through questionnaires distributed to respondents who met the research criteria, using a purposive sampling technique. Data analysis was conducted using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software, including the evaluation of the measurement model (outer model) and the structural model (inner model). The results indicate that e-WOM and scarcity have a positive and significant effect on FoMO. Furthermore, e-WOM and scarcity also have a positive and significant effect on impulsive buying. However, FoMO does not have a significant effect on impulsive buying and does not mediate the relationship between e-WOM and scarcity on impulsive buying. These findings suggest that impulsive buying behavior among PopMart consumers is more directly influenced by e-WOM and scarcity strategies rather than through FoMO as a mediating psychological mechanism.