Impulsive buying is a person's behavior when buying something that is not planned, suddenly and there is a feeling to buy immediately. Impulsive buying occurs in all circles including female students at Walisongo Islamic University Semarang. The purpose of this study is to determine empirically the relationship between body image and fear of missing out (FoMO) with impulsive buying in female students of Walisongo Islamic University Semarang. The number of samples in this study were 276 active female students of Walisongo Islamic University Semarang using non-probability sampling technique with incidental sampling method. The data collection method uses a Likert scale in the form of a body image scale, fear of missing out (FoMO) and impulsive buying. This study uses quantitative methods with data analysis using pearson product moment techniques and multiple correlation techniques. The results of the first hypothesis show a negative relationship between body image and impulsive buying of -0.138. The results of the second hypothesis have a positive relationship between fear of missing out (FoMO) and impulsive buying of 0.387. The results of the third hypothesis there is a positive relationship between body image and fear of missing out (FoMO) with impulsive buying showing a correlation value of 0.414. The conclusion of this study is that there is a significant relationship between body image and fear of missing out (FoMO) with impulsive buying in female students of Walisongo Islamic University, Semarang.
Keywords: body image, fear of missing out (FoMO) and impulsive buying
 
ABSTRAK:
Impulsive buying merupakan perilaku seseorang saat membeli sesuatu yang tidak direncanakan, secara tiba-tiba dan adanya perasaan untuk segera membeli. Impulsive buying terjadi pada semua kalangan termasuk pada mahasiswi Universitas Islam Walisongo Semarang. Tujuan dari penelitian ini yaitu untuk mengetahui secara empiris mengenai hubungan antara body image dan fear of missing out (FoMO) dengan impulsive buying pada mahasiswi Universitas Islam Walisongo Semarang. Jumlah sampel pada penelitian ini sebanyak 276 mahasiswi aktif Universitas Islam Walisongo Semarang dengan menggunakan teknik pengambilan sampel non-probability sampling dengan metode insidental sampling. Metode pengumpulan data menggunakan skala likert berupa skala body image, fear of missing out (FoMO) dan impulsive buying. Penelitian ini menggunakan metode kuantitatif dengan analisis data menggunakan teknik pearson product moment dan teknik multiple correlation. Hasil hipotesis pertama menunjukkan adanya hubungan negatif antara body image dengan impulsive buying sebesar -0,138. Hasil hipotesis kedua terdapat hubungan positif antara fear of missing out (FoMO) dengan impulsive buying sebesar 0,387. Hasil hipotesis ketiga terdapat hubungan positif antara body image dan fear of missing out (FoMO) dengan impulsive buying menunjukkan nilai korelasi sebesar 0,414. Kesimpulan dari penelitian ini yaitu terdapat hubungan yang signifikan antara body image dan fear of missing out (FoMO) dengan impulsive buying pada mahasiswi Universitas Islam Walisongo Semarang.
Kata Kunci: body image, fear of missing out (FoMO) dan impulsive buying