PENGARUH HEDONIC SHOPPING MOTIVATION DAN ELECTRONIC WORD OF MOUTH TERHADAP IMPULSIVE BUYING DENGAN FEAR OF MISSING OUT SEBAGAI VARIABEL MODERASI (Studi Pada Konsumen Brand Fashion BYAYUDYAHANDARI di Jawa Timur)

Impulsive buying behavior has become an increasingly prominent phenomenon in the digital era, especially among younger consumers who are active on social media. This study aims to examine the influence of hedonic shopping motivation and electronic word of mouth (E-WOM) on impulsive buying, as well as the role of fear of missing out (FOMO) as a moderating variable among consumers of the BYAYUDYAHANDARI fashion brand in East Java. This study uses a quantitative explanatory approach. A purposive sample of 190 was taken. Data were analyzed using Structural Equation Modeling (SEM) with the help of SmartPLS 4.0. The results show that hedonic shopping motivation and E-WOM have a positive and significant effect on impulsive buying. FOMO does not directly have a significant effect on impulsive buying. In addition, FOMO moderates the relationship between hedonic shopping motivation and impulsive buying, but the direction of the effect is negative. FOMO does not moderate the relationship between electronic word of mouth and impulsive buying. These findings provide strategic implications for fashion brands in optimizing digital emotional and social marketing strategies to encourage consumer spontaneous purchases.