How FOMO and Price Affect Online Purchase of Imitation Products

Dwi Maya  Rahmawati; Rita Ambarwati; Dametken Medihanovna Turekulova

doi:10.21512/tw.v26i1.12969

Authors

Dwi Maya Universitas Muhammadiyah Sidoarjo
Rita Ambarwati Universitas Muhammadiyah Sidoarjo http://orcid.org/0000-0001-8302-1170
Dametken Medihanovna Turekulova Esil University, Kazakhstan

DOI:

https://doi.org/10.21512/tw.v26i1.12969

Keywords:

Purchase intention, imitating products, luxury brands, FOMO, online store

Abstract

The research examined how factors such as Fear of Missing Out (FOMO), imitation of products, and price value influence consumers' impulsive buying and purchase intentions regarding imitation products online. A quantitative descriptive method was applied with data collected through surveys by distributing questionnaires. The sample was selected using a non-probability sampling technique with criteria: 1) residing in Indonesia, 2) aged 17 years or older, 3) having previously purchased imitation products online, and 4) willing to complete the entire questionnaire. A total of 207 respondents were analyzed. Data were processed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The findings suggest that FOMO and imitation products significantly impact online impulsive buying. Additionally, price value and online impulsive buying influence purchase intentions. There is also an indirect effect of FOMO and imitation products on purchase intentions through online impulsive buying. The research fills a gap in prior research that has rarely examined these variables' direct and indirect effects on online impulsive buying and purchase intention for imitation products. Theoretically, this research contributes to digital consumer behavior studies in the post-COVID-19 era, providing companies with a better understanding of factors influencing purchase intentions for imitation products.

Dimensions

Plum Analytics

Author Biographies

Dwi Maya , Universitas Muhammadiyah Sidoarjo

Faculty of Business Law and Social Science

Universitas Muhammadiyah Sidoarjo

Rita Ambarwati, Universitas Muhammadiyah Sidoarjo

Deparment Magister Management

Faculty of Business Law Social Science

Focus Research: Marketing and Management Industry

Dametken Medihanovna Turekulova , Esil University, Kazakhstan

Departement of Management,

Faculty of Economics and Business

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