The Effect of Brand Prestige, Perceived Sociability and Social Norms on Fear of Missing Out by Buy Now Pay Later

Abstract

The rapid development of social media today can foster anxiety characterized by fear, worry, and anxiety that raises the fear of missing out (FOMO). In addition to impacting psychology, FOMO behaviour can also affect consumption behaviour. External factors and internal factors influence consumption behaviour. This study aims to determine the influence of consumer behaviour factors, namely brand prestige, perceived sociability and social norms, on the fear of missing out on smartphone brands moderated by buy now pay later. This type of research is quantitative research with an associative-causality approach. This study involved 120 respondents by applying non-probability sampling and data collection techniques through questionnaires. Data analysis in this study used a Structural Equation Model (SEM) approach based on Partial Least Square (PLS) using SMART PLS software. The analysis test results show that brand prestige, perceived sociability and social norms significantly affect FOMO. In the moderation test results, Buy Now Pay Later strengthens the effect of brand prestige and perceived friendliness on FOMO but does not enhance the impact of social norms on FOMO.