INCREASING HARBOLNAS SHOPEE IMPULSIVE BUYING EVENTS THROUGH FOMO AND HEDONIC SHOPPING

  • Dedi Andriansah D4 Manajemen Perusahaan, Fakultas Sekolah Vokasi, Universitas Logistik dan Bisnis Internasional, Jl. Sariasih No.54 Sarijadi Bandung 40151
DOI: https://doi.org/10.24123/jeb.v27i2.5810
Abstract Views: 551 times
PDF (Bahasa Indonesia) Downloads: 428 times

Abstract

The study aims to analyze the influence of Fear of Missing Out (FoMO) and Hedonic Shopping on impulsive buying decisions on Shopee’s e-commerce platform during National Online Shopping Day. (Harbolnas). Survey data is collected from students at the University of Logistics and International Business as a case study. Through data analysis using the Structural Equation Modeling (SEM) method, the study explored Fear of Missing Out (FoMO) and Hedonic Shopping during Harbolnas, as well as their impact on impulsive buying behavior. The types of data used in this study are primary data and secondary data. The population in the study amounted to 2,711 people, with a sample total of 350, the sampling technique used was non-probability purposive sampling. The results of the research showed that there was a positive and significant influence between Fear of Missing Out (FoMO) and impulsive buying during Harbolnas. In addition, it is proven that Hedonic Shopping also has a positive and significant influence on impulsive buying during Harbolnas. Implications of this study show that there is a significant influence between Fear of Missing Out (FoMO) and Hedonic Shopping on impulsive buying decisions on Shopee e-commerce platform during National Online Shopping Day. (Harbolnas).

Downloads

Download data is not yet available.

References

Adhitya, W. R. (2019). Fenomena Harbolnas (Hari Belanja Online Nasional) Melalui Harga, Produk, Kemudahan Dan Keamanan Bertransaksi Terhadap Keputusan Pembelian Konsumen Secara Online Dengan Kepercayaan Sebagai Variabel Moderating Di Komplek Johor Indah Permai Ii Medan. Jmb: Jurnal Manajemen Dan Bisnis, 2(`1), 1–11.
Aprilia, E. D., & Mahfudzi, R. (2020). Gaya Hidup Hedonisme Dan Impulse Buying. Jurnal Ecopsy, 7, 71–78.
Çelik, I. K., Eru, O., & Cop, R. (2019). The Effects Of Consumers’ Fomo Tendencies On Impulse Buying And The Effects Of Impulse Buying On Post- Purchase Regret: An Investigation On Retail Stores*. Brain. Broad Research In Artificial Intelligence And Neuroscience, 10(3), 124–138. Retrieved From Https://Www.Brain.Edusoft.Ro/Index.Php/Brain/Article/View/950
Dea Tri, W. (2022). Pengaruh Shopping Lifestyle Dan Hedonic Shopping Motivation Terhadap Pembelian Impulsif Pada Konsumen Chatime (Studi Pada Konsumen Di Dki Jakarta). 1–23.
Fauji, S. (2021). Pengaruh Dimensi-Dimensi Motivation Hedonic Shopping Terhadap Online Impulsive Buying. Frontiers In Neuroscience, 14(1), 1–13.
Handayani, E. S., & Haryadi, R. (2023). Korelasi Kepribadian Fear Missing Out Terhadap Adiksi Impulsive Online Buying Di Masa Pandemi Pada Anak Dan Remaja. Kuras Institute, 4(3), 761–768.
J.Mcginnis, P. (2020). Fear Of Missing Out- Practical Desion-Making In A World Of Overwhelming Choice. 1–384.
Kurniawan, R. A. (2021). Pengaruh Fomo Terhadap Impulse Buying Behavior Dengan Purchase Intention Sebagai Pemediasi (Studi Kasus Pada Shopee). 26.
Nur Hajijah, Et. Al. (2022). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Pada Pengguna Shopee Di Kalangan Mahasiswa Kota Cirebon. Bonanza : Jurnal Ilmiah Ekonomi, Bisnis Dan Keuangan, 2(2), 28–38. Https://Doi.Org/10.54123/Bonanza.V2i2.191
Oberst, U., Wegmann, E., Stodt, B., & Brand, M. (2017). Negative Consequences From Heavy Social Networking In Adolescents : The Mediating Role Of Fear Of Missing Out Andr E. 55, 51–60. Https://Doi.Org/10.1016/J.Adolescence.2016.12.008
Palilati, D. P. (2021). Analisis Dimensi Fear Of Missing Out (Fomo) Terhadap Phubbing Yang Dibedakan Berdasarkan Jenis Kelamin.
Rahmasari, A. N., Quintania, M., & Napitupulu, R. L. (2021). Pengaruh Nilai Belanja Hedonis Terhadap Pembelian Implusif Kopi Janji Jiwa Melalui Aplikasi Ojek Online Di Wilayah Jabodetabek. Manajemen, Bisnis Dan Pendidikan, 9(1), 28–39.
Runnada, A. N. K. (2022). Pengaruh Flash Sale Terhadap Perilaku Impulsive Buying Mahasiswa Di Kota Malang (Studi Pada Mahasiswa Pengguna Aplikasi Shopee Di Kota Malang).
Setiawati, T., & Feby, K. (2021). Pengaruh Flash Sale Terhadap Keputusan Pembelian Lmpulsif Dengan Fomo (Fear Of Missing Out) Sebagai Variabel Moderasi. (2016), 7–11.
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D (D. Ir.Sutopo, Ed.). Alfabeta.
Sugiyono. (2021). Statistika Untuk Penelitian (31st Ed.). Bandung: Alfabeta.
Published
2023-09-20
How to Cite
Dedi Andriansah. (2023). INCREASING HARBOLNAS SHOPEE IMPULSIVE BUYING EVENTS THROUGH FOMO AND HEDONIC SHOPPING. Ekonomi Dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, Dan Terapan Teori, 27(2), 83-90. https://doi.org/10.24123/jeb.v27i2.5810
Issue
Vol. 27 No. 2 (2023): Ekonomi dan Bisnis: Berkala Publikasi Gagasan Konseptual, Hasil Penelitian, Kajian, dan Terapan Teori
Section
Articles
Copyright (c) 2023 THE AUTHOR(S) Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Share |