FEAR OF MISSING OUT (FOMO), SOCIAL MEDIA MARKETING, AND IMPULSIVE BUYING ON Z GENERATION

The objective of this study is to analyze the impact of the Fear of Missing Out (FOMO), driven by social media marketing strategies, on the impulsive buying decisions of Generation Z consumers. Specifically, the research focuses on Shopee users in Surakarta. This study employs a quantitative approach using a survey design, with data collected through an online questionnaire from 402 respondents. The findings reveal that FOMO, amplified by social media marketing elements such as exclusive promotions, flash sales, and interactions within online communities, significantly influences impulsive buying behavior. The Stimulus-Organism-Response (S-O-R) model is used to illustrate how social media marketing acts as a stimulus that affects consumers' emotional states (the organism), ultimately leading to impulsive purchasing decisions as a response. These findings contribute significantly to the literature on digital consumer behavior in Indonesia and offer strategic insights for businesses in designing effective marketing campaigns through social media