PERAN MEDIASI FEAR OF MISSING OUT (FOMO) PADA PENGARUH TWIN DATE DAN SHOPPING LIFESTYLE TERHADAP IMPULSIVE BUYING GENERASI Z PENGGUNA SHOPEE DI KOTA PALU

This study analyzes the influence of Twin Date and Shopping Lifestyle on Impulsive Buying with Fear of Missing Out (Fomo) acting as a mediating variable in Generation Z Shopee users in Palu City. The research approach uses a quantitative method with Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 100 respondents who meet the criteria of Generation Z (born 1997-2012) who have made transactions at least twice on Shopee and live in Palu City. The results show that both Twin Date and Shopping Lifestyle have a positive and significant influence on Fear of Missing Out (Fomo) and Impulsive Buying. In addition, by mediating Fear of Missing Out (Fomo) partially complementing both paths. This finding indicates that the Twin Date promotion strategy and shopping lifestyle strengthen consumers' emotional drives, so that e-commerce platforms such as Shopee can utilize it to increase spontaneous sales in Generation Z.