Pengaruh Scarcity Promotion Pada Flash Sale Terhadap Impulse Buying Dengan Arousal Sebagai Variabel Mediasi
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Abstract
Penelitian ini bertujuan untuk menguji dampak dari scarcity promotion atau promosi kelangkaan terhadap impulse buying dalam pengalaman belanja saat Flash Sale Shopee bagi pengguna Skintific pada mahasiswi Universitas Islam di Surakarta. Pada penelitian ini juga menguji variabel arousal atau gairah sebagai mediasi dalam mendorong pembelian impulsif pada Flash Sale. Pendekatan kuantitatif dengan desain penelitian kausal digunakan dalam penelitian ini. Data primer dikumpulkan dengan menyebarkan kuesioner secara online menggunakan Google Form. Terdapat 220 sampel yang dianalisis menggunakan structural equation modelling (SEM) dengan Smart PLS. Hasil penelitian ini menunjukan bahwa limited time scarcity (LTS) berpengaruh terhadap pembelian impulsif namun tidak dengan limited quantity scarcity (LQS). Selain itu, LTS dan LQS berpengaruh terhadap gairah. Hasil penelitian ini juga menunjukan bahwa gairah memiliki peran sebagai mediasi antara LTS dan LQS terhadap pembelian impulsif.
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