ANALISIS PENGARUH KETERBATASAN PRODUK (SCARCITY) DAN BATAS WAKTU (URGENCY) TERHADAP PERILAKU FOMO KONSUMEN DAN DAMPAKNYA PADA PEMBELIAN IMPULSIF PADA PLATFORM SHOPEE
Abstract
Tujuannya berupa menganalisis pengaruh strategi pemasaran batasan produk ( kelangkaan ) dan batas waktu ( urgensi ) atas pembelian impulsif dengan Fear of Missing Out (FOMO) menjadi mediator platform Shopee. Melalui pendekatan kuantitatif asosiatif, data dikumpulkan melalui kuesioner pada 150 partisipan Generasi Z di Kota Cirebon dan dianalisis menggunakan regresi berganda bertahap serta uji mediasi Baron & Kenny. Temuan melihatkan kelangkaan berpengaruh positif signifikan langsung atas pembelian impulsif, sedangkan urgensi tidak. Namun, kedua strategi tersebut terbukti signifikan memicu FOMO, yang selanjutnya mendorong pembelian impulsif. Temuan kunci mengungkap bahwa FOMO berperan sebagai mediator parsial dalam hubungan kelangkaan –pembelian impulsif dan sebagai mediator penuh dalam hubungan urgensi –pembelian impulsif, sehingga mengkonfirmasi validitas kerangka Stimulus-Organism-Response (SOR) konteks belanja berani di Indonesia.
Kata Kunci: Kelangkaan, Urgensi, Fear of Missing Out (FOMO), Pembelian Impulsif, Shopee, SOR.
Keywords
Full Text:
PDF (Bahasa Indonesia)References
Alif, M., & Firdaus, M. (n.d.). The Impact of Urgency in Marketing Campaigns on Consumer Decision-Making.
Aragoncillo, L., & Orús, C. (2018). Impulse buying behaviour: An online-offline comparative and the impact of social media. Spanish Journal of Marketing - ESIC, 22(1), 42–62. https://doi.org/10.1108/SJME-03-2018-007
Atchariyakarn Student, N., & Zhang Professor, J. (2020). INNOVATIVE TECHNIQUE OF PRODUCT SCARCITY IN THAILAND’S MARKET: CAN THIS MARKETING STRATEGY IMPROVE SALES PERFORMANCE IN THE CRISIS OF COVID-19? In IJOI The International Journal of Organizational Innovation (Vol. 13). http://www.ijoi-online.org/
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2). https://doi.org/10.1177/21582440231172678
Joyanna Hermawan, F., & Rafiah, K. K. (2025). PENGARUH STRATEGI SCARCITY MARKETING TERHADAP PERILAKU IMPULSIVE BUYING DENGAN COMPETITIVE AROUSAL SEBAGAI MEDIATOR (STUDI KASUS LIVE STREAMING TIKTOK @bittersweetbynajla)-PENGARUH STRATEGI SCARCITY MARKETING TERHADAP PERILAKU IMPULSIVE BUYING DENGAN COMPETITIVE AROUSAL SEBAGAI MEDIATOR (STUDI KASUS LIVE STREAMING TIKTOK @bittersweetbynajla). In Integrative Perspectives of Social and Science Journal (Vol. 2, Number 3).
Karim, M. W., Chowdhury, M. A. M., Al Masud, M. A., & Arifuzzaman, M. (2021). Analysis of factors influencing impulse buying behavior towards e-tailing sites. Contemporary Management Research, 17(2), 97–126. https://doi.org/10.7903/CMR.20457
Ngo, T. T. A., Nguyen, H. L. T., Mai, H. T. A., Nguyen, H. P., Mai, T. H. T., & Hoang, P. L. (2025). Analyzing the role of customers’ experiences and emotional responses in shaping Generation Z’s impulse buying behavior on Shopee video platform. PLoS ONE, 20(5 May). https://doi.org/10.1371/journal.pone.0322866
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15). https://doi.org/10.1016/j.heliyon.2024.e35743
Pham, T. T., Thi, L., Nguyen, T., & To, N. M. (n.d.). FOMO (Fear Of Missing Out) and social media influencers: Exploring their impact on impulsive buying behavior among young TikTok users in Tra Vinh City. https://doi.org/10.46223/HCMCOUJS
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Suminar, R. (n.d.). Jurnal Analisis dan Manajemen Strategis AGGRESSIVE SOCIAL MEDIA ADVERTISING AND VISUAL APPEAL IN SKINCARE MARKETING: A SYSTEMATIC REVIEW ON IMPULSIVE BUYING AND REPURCHASE INTENTION. Retrieved https://ejurnals.com/ojs/index.php/jams
Widodo, M. S. (2024). Exploring Consumers’ Impulse Buying Behavior on Social Commerce Platforms: The Role of Fear of Missing Out (A Study on Tiktok Livestream-Selling) (pp. 377–384). https://doi.org/10.2991/978-94-6463-244-6_56
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The Impact of Scarcity on Consumers’ Impulse Buying Based on the S-O-R Theory. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.792419
DOI: https://doi.org/10.46576/bn.v9i1.8704
Article Metrics
Abstract view : 17 timesPDF (Bahasa Indonesia) – 6 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Andhini Dwi Putri
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Jurnal Bisnis Net Terindeks pada:
.gif)
Member Of:
BISNIS NET : JURNAL EKONOMI DAN BISNIS Published By :
FAKULTAS EKONOMI DAN BISNIS
UNIVERSITAS DHARMAWANGSA
Alamat : Jl. K. L. Yos Sudarso No. 224 Medan
Kontak : Tel. 061 6635682 - 6613783 Fax. 061 6615190
Surat Elektronik : jurnal_bisnisnet@dharmawangsa.ac.id
Bisnis Net : Jurnal Ekonomi dan Bisnis By Universitas Dharmawangsa is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Based on a work at http://jurnal.dharmawangsa.ac.id/index.php/bisnet/index