The Influence of Scarcity Marketing, Urgency Marketing, and Interactivity in Live Streaming on Impulive Buying through Fear of Missing Out (FOMO) as a Mediating Variable in TikTok Live Shopping Consumers
Sari
Penelitian ini bertujuan untuk melihat bagaimana interaktivitas, scarcity marketing, dan urgency marketing memengaruhi perilaku belanja impulsif, dengan FOMO sebagai perantara. Penelitian dilakukan secara kuantitatif melalui survei terhadap 120 pengguna media sosial yang pernah melakukan pembelian online secara impulsif. Data dianalisis menggunakan metode SEM-PLS. Hasilnya menunjukkan bahwa FOMO berpengaruh signifikan terhadap pembelian impulsif. Interaktivitas dan scarcity marketing juga terbukti meningkatkan FOMO, yang kemudian mendorong impulsive buying secara tidak langsung. Sementara itu, urgency marketing tidak berpengaruh signifikan terhadap FOMO, tapi tetap berdampak langsung pada impulsive buying. Temuan ini menunjukkan bahwa faktor emosional seperti FOMO, yang muncul dari pengalaman sosial dan persepsi kelangkaan, punya peran penting dalam membentuk perilaku belanja impulsif di era digital.
Kata Kunci : OMO, impulsive buying, interaktivitas, scarcity, urgency marketing, media SosialTeks Lengkap:
PDFReferensi
Aggarwal, P., Jun, S., & Huh, J. (2011). Scarcity messages: A consumer competition perspective. Journal of Advertising, 40, 19–30. https://doi.org/10.2307/23048691
Blose, J. E., Xie, H. Y., & Pitts, R. E. (2023). The Effect of FOMO: In Relation to Involvement and Technology Usage: An Abstract. In B. Jochims & J. Allen (Eds.), Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs (pp. 355–356). Springer Nature Switzerland).
Ferrucci, L., Genovesio, A., & Marcos, E. (2021). The importance of urgency in decision making based on dynamic information. PLOS Computational Biology, 17(10), e1009455- . https://doi.org/10.1371/journal.pcbi.1009455
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Gantulga, U., & Dashrentsen, D. (2023). FACTORS INFLUENCE IMPULSIVE BUYING BEHAVIOR. Zeszyty Naukowe Wyższej Szkoły Humanitas Zarządzanie, 24(1), 9–25. https://doi.org/10.5604/01.3001.0053.4041
Hair, J., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM).
Handayani, E. S., & Haryadi, R. (2022). Korelasi Kepribadian Fear Missing Out terhadap Adiksi Impulsive Online Buying di Masa Pandemi Pada Anak dan Remaja. Bulletin of Counseling and Psychotherapy, 4(3), 761–768. https://doi.org/10.51214/bocp.v4i3.439
Hu, L., & and Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1–55. https://doi.org/10.1080/10705519909540118
Huo, Chunhui, Wang, Xiaorui, Sadiq, Muhammad Waqas, & Pang, Ming. (2023). Exploring Factors Affecting Consumer’s Impulse Buying Behavior in Live-Streaming Shopping: An Interactive Research Based Upon SOR Model. SAGE Open, 13(2), 21582440231172680. https://doi.org/10.1177/21582440231172678
Li, X., Guo, M., & Huang, D. (2023). The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream. Scientific Reports, 13(1), 3800. https://doi.org/10.1038/s41598-023-30696-8
Mai, T. D. P., To, A. T., Trinh, T. H. M., Nguyen, T. T., & Le, T. T. T. (2023). Para-Social Interaction and Trust in Live-Streaming Sellers. Emerging Science Journal, 7(3), 744– 754. https://doi.org/10.28991/ESJ-2023-07-03-06
Özden, A. (2022). “Not Ignoring the FoMO (Fear of Missing Out) Effect” as a New Way to Persuade Consumers to Buy (pp. 117–131). https://doi.org/10.4018/978-1-7998-9251- 9.ch008
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189–199. https://doi.org/10.1086/209105
Sandra Eldridge, S. K. (2012). Sample Size Calculations. In A Practical Guide to Cluster Randomised Trials in Health Services Research (pp. 137–171). https://doi.org/https://doi.org/10.1002/9781119966241.ch7
Sarwar, M. A., Nasir, J., Sarwar, B., Hussain, M., & Abbas, A. (2024). An investigation of precursors of online impulse buying and its effects on purchase regret: role of consumer innovation. International Journal of Innovation Science, 16(5), 877–894. https://doi.org/10.1108/IJIS-12-2022-0244
Saygın, M., & Karadal, H. (2022). The Fear of Missing Out (FoMO): Theoretical Approach and Measurement in Organizations (pp. 631–651). https://doi.org/10.4018/978-1-7998- 9187-1.ch028
Şeker, A. (2022). TÜKETİCİLERDE FOMO’YU (FEAR OF MİSSİNG OUT) TETİKLEYEN FAKTÖRLER VE SATIN ALMA DAVRANIŞLARINA ETKİSİ. Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 0(41), 172–206. https://doi.org/10.14520/adyusbd.1111792
Siregar, E. N., Pristiyono, P., & Ihsan, M. A. Al. (2023). Analysis of Using Tiktok as Live Marketing in Attracting Consumers’ Interest in Buying. Quantitative Economics and Management Studies, 4(3), 453–463. https://doi.org/10.35877/454ri.qems1633
Sugiyono. (2013). METODE PENELITIAN KUANTITATIF, KUALITATIF, DAN R&D. Wang, C. L. (2021). New frontiers and future directions in interactive marketing: Inaugural Editorial. Journal of Research in Interactive Marketing, 15(1), 1–9. https://doi.org/10.1108/JRIM-03-2021-270
Wang, L., Zhou, X., Song, X., Gan, X., Zhang, R., Liu, X., Xu, T., Jiao, G., Ferraro, S., Bore, M. C., Yu, F., Zhao, W., Montag, C., & Becker, B. (2023). Fear of missing out (FOMO) associates with reduced cortical thickness in core regions of the posterior default mode network and higher levels of problematic smartphone and social media use. Addictive Behaviors, 143, 107709. https://doi.org/https://doi.org/10.1016/j.addbeh.2023.107709
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work: CSCW: An International Journal, 31(4), 701– 729. https://doi.org/10.1007/s10606-022-09439-2
Zhang, L., & Liu, X. (2023). Interactivity and live-streaming commerce purchase intention: Social presence as a mediator
DOI: https://doi.org/10.37531/yum.v8i1.8507
Refbacks
- Saat ini tidak ada refbacks.
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional