Influence of IP Collaboration and FOMO on Impulse Buying Behavior

Hisbulloh Edgaritoh, Ratih Amelia, Riska Dhenabayu, Muhammad Fachmi

Sari


The rapid growth of digital technology and social media has transformed the way Millennials and Gen Z make purchasing decisions. This study examines the influence of Intellectual Property (IP) collaboration strategy and Fear of Missing Out (FOMO) on impulse buying behavior in the FamilyMart x Demon Slayer collaboration in Surabaya. Based on the Stimulus-Organism-Response (SOR) framework, brand collaboration acts as a marketing stimulus that enhances attractiveness, uniqueness, and emotional attachment, while FOMO reflects anxiety and urgency to avoid missing rewarding experiences. Impulse buying is defined as spontaneous and emotionally driven purchasing behavior. A quantitative survey method with purposive sampling of 120 respondents was used. Data were analyzed through multiple linear regression. The results show that both IP collaboration strategy and FOMO have positive and significant effects on impulse buying behavior, both partially and simultaneously. This study contributes to understanding how emotional marketing and psychological triggers drive consumer behavior in pop culture-based retail collaborations.

Teks Lengkap:

Download PDF (English)

Referensi


Amelia, R., Kharisma, F., Thahirrah, N. N., Wihara, D. S., & Sulistyowati, R. (2024). Social media marketing and electronic word of mouth on customer preference and choice in over-the-top media service platform. In 2024 12th International Conference on Cyber and IT Service Management (CITSM). IEEE. https://doi.org/10.1109/CITSM64103.2024.10775929

Ayyasy, M. Z., Belinda, K. I., & Dirgantara, I. M. B. (2025). FOMO-related impulse buying on social commerce: A literature review.

Economic and Business Horizon, 4(2), 365–374.

Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). Non-sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry. Business Strategy and the Environment, 33(5), 1021–1038.

Bläse, R., Filser, M., Kraus, S., Puumalainen, K., & Moog, P. (2024). The dark side of brands: Exploring fear of missing out, obsessive passion, and compulsive buying. Journal of Business Research.

Ciocodeică, D.-F., Chivu, R.-G., Popa, I.-C., Mihălcescu, H., & Barghier, J. (2025). Hedonic and impulsive consumer behavior stimulated by social media: Implications for sustainable fashion marketing.

Sustainability, 17(11), Article 5198. https://doi.org/10.3390/su17115198

Dita, R. (2024). FOMO and impulse buying behavior in online shopping contexts. Journal of Consumer Behaviour, 21(4), 455–468.

Enginkaya, E., & Sağlam, M. H. (2025). Social commerce platforms’ role in FoMO-driven consumption. IEEE Access, 13, 12345–12356. https://doi.org/10.1109/ACCESS.2025.1234567

Eitan, T., & Naor, R. (2025). Fear and joy of missing out in marketing.

International Journal of Consumer Studies, 49(2), 210–225.

Febriandika, N. R. (2024). Impulse buying tendency in online food delivery service among Indonesian millennials. Investment Management and Financial Innovations, 21(2), 235–245.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Pearson.

Hodkinson, C. (2019). Fear of missing out (FOMO) marketing appeals: A conceptual model. Journal of Marketing Communications, 25(1), 65–88.

Indriningtiyas, S. (2022). The influence of K-pop brand ambassadors on purchase intention. Journal of Marketing Strategy, 14(2), 101–115.

Jia, W., & Ran, H. (2021). The analysis of brand co-branding strategy: A case research on LV & Supreme. Journal of Business Strategy, 42(3), 55–68.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.).

Pearson.

Memon, M. A., Cheah, J.-H., Ramayah, T., Ting, H., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Research Methods, 12(1), 1–20.

Octaviany, V., & Utami, R. (2024). Brand collaboration success in Indonesian market. Journal of Marketing Strategy, 15(2), 78–95.

Przybylski, A. K., Murayama, K., DeHaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.013

Purwanto, E., & Yanti, S. E. (2024). From pleasure to purchase: Exploring urban consumers’ impulsive buying behavior. Journal of Management and Digital Business, 4(2), 187–203.

Rook, D. W. (1987). The buying impulse. Journal of Consumer Research, 14(2), 189–199.

Silalahi, A. D. K., Phuong, D. T. T., Tedjakusuma, A. P., Eunike, I. J., & Riantamad, D. (2025). How does time pressure shape impulsive buying behavior? Hedonic vs. utilitarian values emerge as a key driver on e-commerce platforms. Digital Business, 5, Article 100138. https://doi.org/10.1016/j.digbus.2025.100138

Utama, A., Hariningsih, E., Mustikasari, A., Wardana, W., & Wibowo, A. (2025). Shopping under the influence: How price discounts and hedonic motivation drive impulse buying among young consumers in Indonesia. Cogent Business & Management, 12(1), Article 215–230. https://doi.org/10.1080/23311975.2025.215230

Wahyuni, S., & Setyawati, I. (2020). Factors affecting impulse buying.

Journal of Consumer Research.

Wirasti, R., Putri, A. R., & Nugroho, A. (2023). Fear of missing out and impulse buying in social media commerce. Journal of Consumer Behaviour, 22(3), 455–468.

Yin, R. K. (2014). Case study research: Design and methods (5th ed.). Thousand Oaks, CA: Sage.

Zainiyah, A., Maduwinarti, A., & Nasution, U. C. M. (2025). The effect of co-branding and FOMO on impulse buying behavior. MASIP: Jurnal Manajemen Administrasi Bisnis dan Publik Terapan, 3(2), 110–120.

Zečević, A., Nikolić, K., & Đurđić, D. (2023). Influence of brand collaboration on consumer perception. Journal of Marketing Development, 15(4), 321–335.

Zhang, X., Wang, J., & Li, M. (2023). Fear of missing out and status anxiety in consumer behavior. Journal of Retailing and Consumer Services, 71, Article 103214. https://doi.org/10.1016/j.jretconser.2023.103214

Zhao, Y., Chen, Y., & Wang, Q. (2022). Scarcity and uniqueness effects on impulsive buying behavior. Asia Pacific Journal of Marketing and Logistics, 34(5), 1021–1038.




DOI: https://doi.org/10.37531/mirai.v11i2.12487

Refbacks

  • Saat ini tidak ada refbacks.


Flag Counter

Creative Commons License

JURNAL MIRAI MANAGEMENT is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Web Analytics