Pengaruh Kredibilitas Influencer, E-WoM dan FOMO terhadap Impulse Buying Kuliner Viral pada Generasi Z di Kota Surabaya

Abstract

This study analyzes the effect of influencer credibility, Electronic Word of Mouth (E-WOM), and Fear of Missing Out (FOMO) on impulse buying behavior of viral culinary products among Generation Z in Surabaya. This research employs a quantitative approach using a survey method involving Generation Z respondents in Surabaya who actively use social media and have purchased viral culinary products. Data were collected through an online questionnaire using a Likert scale and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that influencer credibility, E-WOM, and FOMO have a positive and significant effect on impulse buying behavior. The findings of this study are expected to serve as a reference for future research in developing additional variables, expanding research objects, and improving research models related to factors influencing impulse buying behavior in the digital marketing context.