PENGARUH FEAR OF MISSING OUT TERHADAP PERILAKU KONSUMTIF PADA PENGGEMAR JKT48

JKT48 is an idol group that is very popular among many teenagers and young adults. JKT48 fans buy JKT48 products excessively and prioritize desires over needs, which is commonly referred to as consumer behavior. One of the factors that influence consumptive behavior is Fear of Missing Out. This study aims to analyze the influence of Fear of Missing Out on the consumer behavior of JKT48 fans. This study uses a correlational quantitative method. The sample of this study consists of 315 JKT48 fans who actively follow the group's activities through social media, concerts, and purchasing merchandise. The scale to measure Fear of Missing Out is the Fear of Missing Out measurement scale. The scale for measurement uses a consumptive behavior scale. The sampling technique used is convenience sampling. This technique is carried out using a non-probability sampling method, where the researcher selects sample members based on the availability and ease of access to social media. Data were analyzed using simple linear regression to test the influence of Fear of Missing Out on consumptive behavior. The research results show that Fear of Missing Out has an influence of 15.9% on consumer behavior with a p-value of 0.001 (p <0.05).