The Digital Urge to Buy: The Effect of FOMO and Flash Sales on Online Financial Behavior

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 analyzes how the Fear of Missing Out (FOMO) phenomenon and flash-sale strategies influence the purchasing behavior and financial management of TikTok Shop users. This study employs a quantitative approach, using a questionnaire as the data collection instrument. The sampling technique employed is purposive non-probability sampling, guided by various criteria. Data analysis in this study is descriptive statistics using SPSS. The study results show that FOMO has no significant effect, whereas Flash Sale has a positive and significant effect on online financial behavior. Simultaneously, both variables influence online financial behavior, accounting for 41.9% of the variance. 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.