FEAR OF MISSING OUT (FOMO) AND VIRAL MARKETING INFLUENCING CONSUMER PURCHASING DECISIONS ON SHOPEE AMONG GENERATION Z

Abstract

This study investigates the extent to which Fear of Missing Out (FOMO) and viral marketing shape the purchasing behavior of Generation Z Shopee users in Bengkulu City, both independently and in combination. A quantitative design was implemented using data from 100 respondents collected through structured questionnaires. The data were analyzed using multiple linear regression in SPSS version 26. The results confirm that FOMO (X₁) exerts a positive and statistically significant effect on purchasing decisions, as shown by a t-value of 2.330 exceeding the critical threshold of 1.660. Likewise, viral marketing (X₂) demonstrates a significant positive impact, with a t-value of 5.701 surpassing 1.660. Moreover, the simultaneous test confirms a significant joint influence of both variables, indicated by an F-value of 13.707 surpassing 3.09. Thus, both FOMO and viral marketing significantly affect the purchasing decisions of Generation Z Shopee users in Bengkulu City.