Pengaruh Fomo dan Flash Sale Strategy Terhadap Minat Beli Konsumen Shopee
The Influence of FOMO and Flash Sale Strategy on Shopee Consumer Purchase Interest
Keywords:
E-commerce, Niat Beli, Penjualan Kilat, Promo, Shopee, E-commerce, Purchase Intention, Flash Sales, Promos, Shopee
Abstract
Abstrak ini bertujuan untuk menganalisis pengaruh Fear of Missing Out (FOMO) dan Strategi Flash Sale terhadap niat pembelian konsumen di platform e-commerce Shopee di Desa Sadartengah. Shopee, sebagai salah satu platform e-commerce terkemuka, secara aktif menggunakan strategi promosi seperti flash sale dan FOMO untuk meningkatkan niat pembelian konsumen. Penelitian ini menggunakan pendekatan kuantitatif dengan metode kausal-komparatif. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan pengujian instrumen, pengujian asumsi klasik, dan pengujian hipotesis (uji-t dan uji-F). Hasil penelitian menunjukkan bahwa baik FOMO (Fear of Missing Out) maupun strategi flash sale memiliki pengaruh signifikan terhadap niat pembelian konsumen, baik sebagian maupun secara simultan. Kedua variabel tersebut memiliki pengaruh gabungan yang lebih kuat dalam membentuk perilaku konsumen. Temuan penelitian terbukti valid, dapat diandalkan, dan layak untuk digunakan.
References
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John W. Cre~swe~ll, J. W. (2014). Re~se~arch de~si~gn: Quali~tati~ve~, quanti~tati~ve~, and mi~xe~d me~thods approache~s (4th e~d., pp. 120–150). Sage~ Publi~cati~ons.
Sugi~yono. (2019). Me~tode~ pe~ne~li~ti~an kuanti~tati~f, kuali~tati~f, dan R&D (pp. 80–110). Alfabe~ta.
I~mam Ghozali~. (2018). Apli~kasi~ anali~si~s multi~vari~ate~ de~ngan program SPSS (pp. 95–120). Badan Pe~ne~rbi~t Uni~ve~rsi~tas Di~pone~goro.
E~frai~m Turban, E~., Ki~ng, D., Le~e~, J. K., Li~ang, T. P., & Turban, D. C. (2018). E~le~ctroni~c comme~rce~: A manage~ri~al and soci~al ne~tworks pe~rspe~cti~ve~ (9th e~d., pp. 45–60). Spri~nge~r.
Stati~sta. (2023). Data pe~ngguna e~-comme~rce~ di~ I~ndone~si~a. https://www.stati~sta.com
Darwi~pat, D., Syam, A., & Marhawati~, M. (2020). Pe~ngaruh flash sale~ te~rhadap pe~ri~laku pe~mbe~li~an i~mpulsi~f konsume~n. Journal of E~conomi~c E~ducati~on and E~ntre~pre~ne~urshi~p Studi~e~s.
Ge~orge~ E~. Be~lch, G. E~., & Mi~chae~l A. Be~lch, M. A. (2018). Adve~rti~si~ng and promoti~on: An i~nte~grate~d marke~ti~ng communi~cati~ons pe~rspe~cti~ve~ (11th e~d., pp. 300–320). McGraw-Hi~ll.
Agrawal, S., & Sare~e~n, S. A. (2016). Flash sale~s The~ game~ change~r i~n I~ndi~an e~-comme~rce~ i~ndustry. I~nte~rnati~onal Journal of Advance~ Re~se~arch and I~nnovati~on.
Andre~w K. Przybylski~, A. K., Murayama, K., De~Haan, C. R., & Gladwe~ll, V. (2013). Moti~vati~onal, e~moti~onal, and be~havi~oral corre~late~s of fe~ar of mi~ssi~ng out. Compute~rs i~n Human Be~havi~or, 29(4), 1841–1848. https://doi~.org/10.1016/j.chb.2013.02.014
Hodki~nson, C. (2019). Fe~ar of mi~ssi~ng out (FOMO) marke~ti~ng: The~ cre~ati~on of scarci~ty and the~ dri~ve~ for purchase~. Journal of Marke~ti~ng Manage~me~nt, 35(9–10), 855–876. https://doi~.org/10.1080/0267257X.2019.1616628
Marsha L. Ri~chi~ns, M. L. (2011). Mate~ri~ali~sm, transformati~on e~xpe~ctati~ons, and spe~ndi~ng: I~mpli~cati~ons for cre~di~t use~. Journal of Publi~c Poli~cy & Marke~ti~ng, 30(2), 141–156. https://doi~.org/10.1509/jppm.30.2.141
Suroso, J. S., Kaburuan, E~. R., Le~e~, D., Tama, N. S., & Te~e~, K. (2020). Analysi~s of e~-comme~rce~ syste~m i~n marke~tplace~ (Shope~e~ I~ndone~si~a). I~nte~rnati~onal Confe~re~nce~ on I~nformati~on Te~chnology.https://doi~.org/10.1109/I~COT51877.2020.9468783
Khai~runi~sa, N. A., Kali~la, S. A., & Usman, O. (2024). Analysi~s of factors that i~nflue~nce~ brand aware~ne~ss and purchasi~ng de~ci~si~ons on onli~ne~ marke~tplace~. https://doi~.org/10.21009/i~sc-be~am.011.35
Apri~lli~a, A. (2023). Pe~ran e~mosi~ se~bagai~ vari~abe~l me~di~asi~ pada flash sale~ Shope~e~ dan pe~mbe~li~an i~mpulsi~f. Sang Pe~nce~rah, 9(1), 55–67. https://doi~.org/10.35326/pe~nce~rah.v9i~1.2954
Ayyasy, A., e~t al. (2025). FOMO re~late~d i~mpulse~ buyi~ng on soci~al comme~rce~. https://doi~.org/10.54518/e~bh.4.2.2025.680
Abde~lrahman, A. Y., E~l-Adly, M. I~., & E~i~d, R. (2024). The~ i~mpact of fe~ar of mi~ssi~ng out (FOMO) on onli~ne~ i~mpulse~ buyi~ng. Journal of Re~tai~li~ng and Consume~r Se~rvi~ce~s, 76, 102677.
Chan, T. K., & Te~oh, W. M. Y. (2022). The~ i~nflue~nce~ of soci~al me~di~a i~nflue~nce~rs on purchase~ i~nte~nti~on. Onli~ne~ I~nformati~on Re~vi~e~w, 46(5), 877–894.
Le~on G. Schi~ffman, L. G., & Jose~ph L. Wi~se~nbli~t, J. L. (2015). Consume~r be~havi~or (11th e~d., pp. 150–180). Pe~arson.
Robe~rt B. Ci~aldi~ni~, R. B. (2009). I~nflue~nce~: Sci~e~nce~ and practi~ce~ (5th e~d., pp. 10–35). Pe~arson.
Phi~li~p Kotle~r, P., & Ke~vi~n Lane~ Ke~lle~r, K. L. (2016). Marke~ti~ng manage~me~nt (15th e~d., pp. 200–230). Pe~arson.
John W. Cre~swe~ll, J. W. (2014). Re~se~arch de~si~gn: Quali~tati~ve~, quanti~tati~ve~, and mi~xe~d me~thods approache~s (4th e~d., pp. 120–150). Sage~ Publi~cati~ons.
Sugi~yono. (2019). Me~tode~ pe~ne~li~ti~an kuanti~tati~f, kuali~tati~f, dan R&D (pp. 80–110). Alfabe~ta.
I~mam Ghozali~. (2018). Apli~kasi~ anali~si~s multi~vari~ate~ de~ngan program SPSS (pp. 95–120). Badan Pe~ne~rbi~t Uni~ve~rsi~tas Di~pone~goro.
