The Influence of Fear of Missing Out (FOMO), Flash Sale, and Brand Image on Generation Z Purchasing Decisions in Jombang Regency on the Shopee Platform

The purpose of this study is to analyze the influence of fear of missing out (FOMO), flash sales, and brand image on purchasing decisions of Generation Z in Jombang Regency on the Shopee platform. The type of research used is quantitative research. The data source in this study is primary data where the data collection method is carried out through a questionnaire distributed online to Generation Z in Jombang Regency. Determination of the number of samples using the Lemeshow formula so that a sample of 100 respondents was obtained. The test tools used are instrument tests, classical assumption tests, statistical tests, and hypothesis tests. The results of the study partially indicate that the fear of missing out (FOMO) variable has no influence on purchasing decisions on the Shopee platform, while the flash sale and brand image variables have a positive and significant effect on purchasing decisions on the Shopee platform. And simultaneously shows that the fear of missing out (FOMO), flash sales, and brand image variables have a positive and significant effect on purchasing decisions on the Shopee platform.