Promosi Kelangkaan dan Daya Tarik Konten terhadap Pembelian Impulsif melalui FOMO pada Flash Sale
DOI:
https://doi.org/10.69693/ijmst.v4i3.13574Keywords:
Promosi Berbasis Kelangkaan, Daya Tarik Konten, FOMO, Pembelian Impulsif, Teori S-O-RAbstract
Penelitian ini mengkaji pengaruh promosi berbasis kelangkaan dan daya tarik konten terhadap pembelian impulsif pada program flash sale Shopee, dengan fear of missing out (FOMO) diuji sebagai mekanisme mediasi dalam kerangka Stimulus-Organism-Response (S-O-R). Data dikumpulkan melalui survei terhadap 208 mahasiswa S1 Manajemen Universitas Riau Angkatan 2025 yang dipilih melalui purposive sampling, kemudian dianalisis menggunakan Partial Least Squares Structural Equation Modeling berbantuan SmartPLS 4.0. Seluruh indikator pengukuran memenuhi kriteria validitas dan reliabilitas yang disyaratkan, dan model struktural menunjukkan tingkat kesesuaian yang baik. Hasil penelitian membuktikan bahwa promosi berbasis kelangkaan dan daya tarik konten masing-masing berpengaruh positif dan signifikan terhadap FOMO maupun pembelian impulsif, dengan daya tarik konten sebagai prediktor FOMO yang paling kuat (\u03b2 = 0,528) dibandingkan promosi berbasis kelangkaan (\u03b2 = 0,430). FOMO terbukti berpengaruh signifikan terhadap pembelian impulsif (\u03b2 = 0,440) serta memediasi secara parsial pengaruh kedua variabel eksogen tersebut, dengan kemampuan menjelaskan varians sebesar 60,3% pada FOMO dan 62,4% pada pembelian impulsif. Temuan ini memperluas relevansi kerangka S-O-R ke ranah pemasaran digital berbasis kelangkaan dan menegaskan bahwa FOMO berperan sebagai jembatan psikologis penting yang menghubungkan stimulus promosi dengan perilaku pembelian spontan, sekaligus memberikan panduan praktis bagi pengelola marketplace dalam merancang kampanye flash sale yang menyeimbangkan urgensi dan kualitas konten secara bertanggung jawab.
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