ANALISIS PENGARUH KETERBATASAN PRODUK (SCARCITY) DAN BATAS WAKTU (URGENCY) TERHADAP PERILAKU FOMO KONSUMEN DAN DAMPAKNYA PADA PEMBELIAN IMPULSIF PADA PLATFORM SHOPEE
DOI:
https://doi.org/10.46576/bn.v9i1.8704Keywords:
Kelangkaan, Urgensi, Fear of Missing Out (FOMO), Pembelian Impulsif, Shopee, SOR.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.
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