Analisis Pengaruh Flash Sale dan Scarcity Messages Terhadap Impulsive Buying Pada Pengguna Shopee Yang Dimediasi Oleh Emosi Positif

Rilia Nur Baiti, Ihwan Susila

Abstract


Penelitian ini bertujuan menganalisis pengaruh flash sale dan scarcity messages terhadap impulsive buying pada pengguna Shopee dengan emosi positif sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif deskriptif dengan populasi pengguna aplikasi Shopee yang pernah melakukan transaksi daring, khususnya yang pernah mengikuti program flash sale dan menerima pesan kelangkaan terkait keterbatasan waktu maupun stok produk. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria responden memiliki aplikasi Shopee, aktif berbelanja dalam satu bulan terakhir, serta bersedia mengisi kuesioner secara lengkap. Data primer diperoleh melalui kuesioner daring menggunakan Google Form dengan 16 item pernyataan yang diukur menggunakan skala Likert 1–5. Analisis data dilakukan secara bertahap melalui analisis deskriptif dan Structural Equation Modeling-Partial Least Square (SEM-PLS) untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa flash sale dan scarcity messages berpengaruh positif terhadap emosi positif. Emosi positif juga terbukti berpengaruh positif signifikan terhadap impulsive buying serta memediasi pengaruh flash sale dan scarcity messages terhadap perilaku pembelian impulsif pada pengguna Shopee

Keywords


flash sale, impulsive buying, emosi positif, scarcity messages, Shopee

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.99670

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