Impulsive buying in the digital age: investigating the dynamics of sales promotion, FOMO, and digital payment methods

Abstract

The widespread use of smartphones and Internet connectivity in Indonesia has encouraged the emergence of digital payment phenomena, namely e-wallets and PayLater, which are expected to continue to grow in line with the trend of financial digitalization. Despite their convenience, these payment methods can contribute to impulse purchases, especially among the younger generation. This research, which includes two studies, aims to provide insights into societal impulse buying dynamics. The first study surveyed 360 participants to examine the influence of PayLater as a moderator for sales promotions and the fear of missing out (FOMO) on impulsive buying behavior. Analysis using AMOS software reveals positive moderation in sales promotions (p 0.05). The second study used an experimental vignette method with a promotional poster to examine the effect of sales promotions (monetary and non-monetary) and the choice of digital payment methods (PayLater and e-wallets) on impulsive buying tendencies in 559 participants. It reveals that non-monetary promotions (M = 26.501) and PayLater (M = 26.490) influence impulsive buying more, but they do not do so when both are present simultaneously. This paper discusses the implications and offers recommendations for future research.

Keywords

• Buy now pay later
• digital payment
• FOMO
• e-wallet
• impulsive buying
• promotion