Peran Flash Sale dan FOMO Terhadap Purchase Decision Dengan Mediasi Impulsive Buying Serta Pengaruh Langsung JOMO Pada Konsumen Hana Fashion di Marketplace Shopee
Article Sidebar
Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis peran Flash Sale dan Fear of Missing Out (FOMO) terhadap Purchase Decision dengan mediasi Impulsive Buying serta pengaruh langsung Joy of Missing Out (JOMO) pada konsumen Hana Fashion di marketplace Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah konsumen Hana Fashion yang pernah melakukan pembelian produk. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 100 responden. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Flash Sale berpengaruh signifikan terhadap Impulsive Buying (T-statistik 5,418; P-value 0,000) dan Purchase Decision (T-statistik 4,785; P-value 0,000). FOMO juga berpengaruh signifikan terhadap Impulsive Buying (T-statistik 5,788; P-value 0,000), namun tidak berpengaruh signifikan terhadap Purchase Decision (T-statistik 0,921; P-value 0,357). Selain itu, Impulsive Buying berpengaruh signifikan terhadap Purchase Decision (T-statistik 2,960; P-value 0,003), sedangkan JOMO tidak berpengaruh signifikan terhadap Purchase Decision (T-statistik 0,289; P-value 0,773). Hasil pengujian mediasi menunjukkan bahwa Impulsive Buying memediasi secara signifikan hubungan antara Flash Sale dan Purchase Decision (T-statistik 2,622; P-value 0,009), serta hubungan antara FOMO dan Purchase Decision (T-statistik 2,466; P-value 0,014). Penelitian ini menunjukkan bahwa Flash Sale dan FOMO berperan dalam meningkatkan Purchase Decision melalui Impulsive Buying, sedangkan JOMO tidak terbukti memengaruhi Purchase Decision pada konsumen Hana Fashion.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Abror, M. (2024). The effect of hedonic shopping value and impulsive buying on flash sale. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 22(1), 42–56. https://doi.org/10.14710/jspi.v22i1.42-56
Abror, M., William, C., Tri, M., Ireine, M., Valerie, N., & Istijanto. (2023). The effect of hedonic shopping value and impulsive buying on flash sale. Jurnal Sains Pemasaran Indonesia, 22(1), 42-56.
Adyantari, A., Nugraha, A. Y. C. D. E., & Dharomesz, V. Y. (2025). Impulsive buying behavior in live-streaming shopping mechanism: Do fear of missing out matter? Review of Management and Entrepreneurship, 9(1), 30–46. https://doi.org/10.37715/rme.v9i1.5125
Afifah, S. A., Purwihartuti, K., & Nazofatullidya. (2025). The influence of live streaming on impulsive buying behavior toward ready-to-wear clothing products: A survey on TikTok-using students in Bandung area. Jurnal Maneksi (Management Ekonomi dan Akuntansi), 14(2), 617-630. https://doi.org/10.31959/jm.v14i2.3055
Azizah, F. D., Nur, A. N., & Putra, A. H. P. K. (2022). Impulsive buying behavior: Implementation of IT on technology acceptance model on e-commerce purchase decisions. Golden Ratio of Marketing and Applied Psychology of Business, 2(1), 58-72. https://doi.org/10.52970/grmapb.v2i1.173
Barry, C. T., Smith, E. E., Murphy, M. B., Halter, B. M., & Briggs, J. (2023). JOMO: Joy of missing out and its association with social media use, self-perception, and mental health. Telematics and Informatics Reports, 10, 100054. https://doi.org/10.1016/j.teler.2023.100054
Chan, S. S., Van Solt, M., Cruz, R. E., Philp, M., Bahl, S., Serin, N., Amaral, N. B., Schindler, R., Bartosiak, A., Kumar, S., & Canbulut, M. (2022). Social media and mindfulness: From the fear of missing out (FOMO) to the joy of missing out (JOMO). Journal of Consumer Affairs, 56(3), 1312–1331. https://doi.org/10.1111/joca.12476
Darpito, S. H. (2022). The effect of flash sale on purchase decision moderated by product knowledge. International Journal of Business Ecosystem & Strategy, 4(1), 37-41. https://doi.org/10.36096/ijbes.v4i1.301
Darpito, S. H. (2022). The effect of flash sale on purchase decision moderated by product knowledge. International Journal of Business Ecosystem & Strategy, 4(1). https://doi.org/10.36096/ijbes.v4i1.301
Eitan, T., & Naor, R. (2025). Fear and joy of missing out in marketing: A two-study mixed-methods analysis of contrasting tactics and their consumer impact. International Journal of Consumer Studies, 49, e70140. https://doi.org/10.1111/ijcs.70140
Eitan, T., & Naor, R. (2025). Fear and joy of missing out in marketing: A two-study mixed-methods analysis of contrasting tactics and their consumer impact. International Journal of Consumer Studies, 49(6), e70140. https://doi.org/10.1111/ijcs.70140
Ghaniyah, S. H., & Rufaidah, P. (2024). The impact of fear of missing out on impulsive buying: A study on the Twin Date Shopee event in Indonesia. International Journal of Business Studies, 8(3), 220-232.
Good, M. C., & Hyman, M. R. (2020). Fear of missing out: Antecedents and influence on purchase likelihood. Journal of Marketing Theory and Practice, 28(3), 330-341. https://doi.org/10.1080/10696679.2020.1766359
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Herlambang, I., Ahmad, G. N., & Krissanya, N. (2025). Pengaruh consumer review, free shipping, layanan cash on delivery, flash sale terhadap purchase decision melalui platform TikTok Shop di DKI Jakarta. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 4(6), 9177–9192. https://doi.org/10.56799/ekoma.v4i6.11009
Khalishan, F. R., & Hermina, N. (2023). Pengaruh content marketing dan price discount terhadap keputusan pembelian (Studi pada pengguna aplikasi Tokopedia di Kota Bandung). JIIP (Jurnal Ilmiah Ilmu Pendidikan), 6(4), 2252-2258.
Khoiron, & Tunjungsari, H. K. (2025). Marketing 4.0: Analisis pengaruh affiliate marketing, livestreaming dan flash sale terhadap keputusan pembelian di TikTokShop. Jurnal Manajemen Bisnis dan Kewirausahaan, 9(1). https://doi.org/10.24912/jmbk.v9i1.33838
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing management (16th global ed.). Pearson.
Mahmud, D., Heryanto, F. N., Muzaki, H., & Mustikasari, F. (2023). The influence of hedonic motivation, influencer marketing on purchase decision with FOMO (fear of missing out) as mediation. International Journal of Professional Business Review, 8(11), e03834. https://doi.org/10.26668/businessreview/2023.v8i11.3834
Natadilaga, A. A., Fauziyah, A., & Yusup, I. (2026). The influence of fear of missing out on impulsive buying behaviour in Generation Z UPI Tasikmalaya: Case study of TikTok Shop users. TOFEDU: The Future of Education Journal, 5(1), 1246-1255.
Oktaviani, D., & Keni. (2024). Perilaku impulsive buying sebagai respon terhadap flash sale dan customer's shopping experience: Peran moderasi self-control. Jurnal Muara Ilmu Ekonomi dan Bisnis, 8(2), 472-486. https://doi.org/10.24912/jmieb.v8i2.32313
Pangastuti, N. R. D., & Kusumaningtyas, D. (2025). Pengaruh FOMO (Fear of Missing Out), flash sale, live stream shopping terhadap impulsive buying pada konsumen lip produk di TikTok Shop. Jurnal Ekonomi dan Pendidikan, 22(2), 33-44. https://doi.org/10.21831/jep.v22i2.91677
Pangastuti, N. R. D., & Kusumaningtyas, D. (2025). Pengaruh FOMO (fear of missing out), flash sale, live stream shopping terhadap impulsive buying pada konsumen lip produk di TikTok Shop. Jurnal Ekonomi dan Pendidikan, 22(2), 33–44. https://doi.org/10.21831/jep.v22i2.91677
Permana, D., Abiyyah, H. N., & Hokroh, M. (2025). The influence of fear of missing out as the mediating variable against purchase decision. Journal of Sustainable Economic and Business, 2(1), 106-116. https://doi.org/10.70550/joseb.v2i1.85
Pratista, A. M., & Airawaty, D. (2026). Analisis sistem informasi akuntansi dalam penawaran Shopee flash sale dan Shopee PayLater terhadap perilaku impulsive buying pada Generasi Z. Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, 6(2). https://doi.org/10.55606/jaemb.v6i2.10317
Rahma, B. A., & Purwanto, N. (2023). Impact of flash sale promotions and brand ambassadors on e-commerce purchasing decisions: A study of Indonesian consumers. Indonesian Journal of Law and Economics Review, 18(3). https://doi.org/10.21070/ijler.v18i3.979
Ramadhan, M. R., & Wardi, Y. (2025). Pengaruh flash sale terhadap impulse buying: Peran emosi positif sebagai mediator pada pengguna aplikasi Shopee. Jurnal Informatika Ekonomi Bisnis, 7(3), 551-557. https://doi.org/10.37034/infeb.v7i3.1225
Ramadhani, S. R., Ekowati, T., & Rahmawati, F. (2025). Pengaruh Fear of Missing Out (FOMO), shopping enjoyment dan hedonic shopping motivation terhadap online impulse buying: Studi pada Gen Z pengguna e-commerce Shopee di Purworejo. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 6(12), 4729-4738. https://doi.org/10.47467/elmal.v6i12.10431
Rinonce, E. M., & Jannah, M. (2025). Fear of missing out fuels impulsive buying behavior in Gen Z. Psikologia: Jurnal Psikologi, 10(1). https://doi.org/10.21070/psikologia.v10i1.1847
Safitri, N. L., & Prasetyo, H. (2025). The effect of live streaming, affiliate marketing, and fear of missing out on purchasing decisions at the TikTok Shop in Yogyakarta City. Indonesian Interdisciplinary Journal of Sharia Economics, 8(3). https://doi.org/10.31538/iijse.v8i3.8031
Saputra, V. A., Nuranti, B. R., Utami, Z. L., Ansori, A. D., & Ningrum, A. D. R. (2026). Tarik-ulur FOMO dan JOMO: Pengaruh simultan dua kekuatan psikologis terhadap perilaku pembelian Generasi Z. Jurnal Manajemen dan Bisnis, 5(2).
Siwi, A. A., & Sari, R. C. (2025). Pengaruh fear of missing out, literasi keuangan, dan penggunaan dompet digital terhadap impulsive buying mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Yogyakarta. Jurnal Profita: Kajian Ilmu Akuntansi, 13(1).
Tan, P. L., Tjiptono, F., & Tan, S. Z. (2025). Fear more or fear no more: Examining the emotional and behavioral consequences of FOMO and JOMO. Asia Pacific Journal of Marketing and Logistics, 37(6), 1627-1648. https://doi.org/10.1108/APJML-06-2024-0748
Utami, C., Savitri, C., & Faddila, S. P. (2024). Pengaruh flash sale dan diskon terhadap impulsive buying pada produk fashion di Shopee. Journal of Management and Business (JOMB), 6(4), 1519-1531. https://doi.org/10.31539/jomb.v6i4.10118
Wijaya, A., Hernawan, E., & Suhardi, M. (2026). Cashback, free shipping, dan flash sale: Strategi e-commerce yang dimoderasi oleh digital consumer behavior terhadap purchase decision. eCo-Fin, 8(1), 261–275. https://doi.org/10.32877/ef.v8i1.3441