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this research departs from the problem that whether fomo (fear of missing out) and price discount on impluse buying with religiousity as a moderating variable on palembang city communities shopping at shopee e-commerce. The purpose of this study was to know and analyze how much influence fomo (fear of missing out) and price discount on impluse buying with religiousness as a moderating variable on palembang city communities shopping at shopee e-commerce. This research uses quantitative research. The population in this study were consumers who decided to buy or use shopee in Palembang city, without distinguishing gender, the number of which was unknown. The sampling technique used in this study was purposive sampling. There were 100 samples of Palembang City residents. Data collection was carried out online via WhatsApp social media. While the data analysis used in this research is SEM (Structural Equation Modeling) through SmartPLS 4.0 with a moderating analysis model. The results of the analysis show FoMO (Fear of Missing Out) (X1) has a positive and significant effect on Impulse Buying (Y) with a P value of 0.029 or 0.05. this means that hypothesis 6 is not accepted. The effect of Price Discount on Impulse Buying through Religiosity in Palembang City People Shopping at Shopee ECommerce, indicated by a T-statistic value of 2.015 > 1.96 and a p-value of 0.044 < 0.05. this means that hypothesis 7 is accepted.that FoMO (Fear of Missing Out) and Price Discount on Impluse Buying. Then the results of the moderating variable in the form of religiosity have a role in moderating (strengthening and weakening) FoMO (Fear of Missing Out) and Price Discount on Impluse Buying at Shopee.
Arifin et al. (Thu,) studied this question.