Pengaruh Flash Sale dan Scarcity Message Terhadap Impulse Buying Gen Z Dengan Mediasi Fear Of Missing Out (FOMO) Pada Live Streaming Tiktok Shop
Keywords:
flash sale, scarcity message, impulse buying, FoMOAbstract
TikTok telah menjadi platform social commerce paling populer di Indonesia, dengan populasi pengguna tertinggi di dunia berkat adanya fitur TikTok Shop yang mengintegrasikan hiburan dan belanja. Sebanyak 62% Gen Z memilih berbelanja via live streaming karena komunikasi real-time dengan penjual, sehingga dapat mendorong perilaku impulse buying melalui strategi flash sale dan scarcity message yang memicu FoMO. Penelitian ini bertujuan menguji pengaruh flash sale dan scarcity message terhadap impulse buying Gen Z dengan mediasi FoMO. Penelitian menggunakan pendekatan kuantitatif dengan populasi pengguna TikTok yang pernah melakukan pembelian melalui live streaming TikTok Shop. Sampel yang digunakan sebanyak 130 responden dengan teknik pengambilan sampel non-probability sampling, khususnya purposive sampling. Analisis data dalam penelitian menggunakan SEM-PLS versi 3.0 untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa flash sale tidak berpengaruh langsung terhadap impulse buying, sedangkan scarcity message dan FoMO berpengaruh langsung terhadap impulse buying. Selanjutnya, flash sale dan scarcity message berpengaruh secara langsung terhadap FoMO. Pengaruh tidak langsung menunjukkan bahwa flash sale dan scarcity message berpengaruh signifikan terhadap impulse buying melalui FoMO
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