The Digital Urge to Buy: FOMO and Flash Sale Effects on Online Financial Behavior
Novianti Septiani, Fiminuria Dewi, Istiqamah, Mira Dani ,Muhammad Yunus Kasim, Fera

Management study program, Faculty of Economics and Business, Tadulako University

Abstract

The development of e-commerce and social commerce has driven significant changes in digital financial behavior, particularly through marketing features that trigger emotional responses in users. This study aims to analyze how the Fear of Missing Out (FOMO) phenomenon and flash sale strategies influence purchasing behavior and financial management of TikTok Shop users. This study uses a quantitative method with a questionnaire as the data collection technique. The sampling technique used is non-probability sampling with purposive sampling with various criteria. Data analysis in this study is descriptive statistical analysis using the SPSS application. The results of the study show that FOMO has no significant effect, while Flash Sale has a positive and significant effect on Online Financial Behavior. Simultaneously, both variables influence Online Financial Behavior with a contribution of 41.9%. It is concluded that the urgency-based marketing model, especially Flash Sale, plays a major role in shaping reactive and impulsive digital financial behavior among TikTok Shop users.

Keywords: Fear of Missing Out (FOMO), Flash Sale, Online Financial Behavior

Topic: Financial Management and Banking