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All Journal Didaktik : Jurnal Ilmiah PGSD STKIP Subang AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Ekopedia: Jurnal Ilmiah Ekonomi Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Ivan Putranto
Universitas Negeri Jakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Analisis Dampak Visual Appeal, Scarcity Message, Flash Sale, dan FOMO terhadap Impulsive Buying Produk Fashion pada Live Streaming TikTok Shop Diva Fahsya Ardana; Usep Suhud; Ivan Putranto
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 2 (2026): APRIL-JUNI 2026
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/f8vb2983

Abstract

This study aims to analyze the impact of visual appeal, scarcity message, flash sale, and fear of missing out (FoMO) on impulsive buying of fashion products on TikTok Shop live streaming. The rapid growth of social commerce in Indonesia, particularly TikTok Shop, has transformed consumer shopping behavior, creating a more interactive and emotionally engaging shopping experience. This research employs a quantitative approach with a survey method using a questionnaire distributed to 175 respondents selected through purposive sampling. Respondents are Generation Z consumers (aged 18-28 years) residing in DKI Jakarta who have made impulsive purchases of fashion products on TikTok Shop live streaming at least three times in the past six months. Data analysis was conducted using Structural Equation Modeling (SEM) with AMOS software. The results indicate that scarcity message has a positive and significant effect on FoMO and impulsive buying. Flash sale has a positive and significant effect on FoMO, but does not have a significant effect on impulsive buying. Visual appeal does not have a significant effect on either FoMO or impulsive buying. FoMO has a very strong positive and significant effect on impulsive buying, with the highest critical ratio value of 4.651. These findings provide important implications for business actors in formulating digital marketing strategies, particularly in optimizing scarcity messages and creating FoMO to drive impulse purchases on live streaming platforms.
Pengaruh Advertising dan Virtual Item Value terhadap Purchase Decision pada Game Roblox Shelomita Joanna Siregar; Annisa Lutfia; Ivan Putranto
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/4860eg74

Abstract

This study aims to analyze the influence of advertising and virtual item value on purchase decisions in the Roblox game. The study is motivated by the rapid growth of the virtual economy in the gaming industry, where advertising strategies and players’ perceptions of virtual item value are considered factors that may influence purchasing decisions. This research employed a quantitative approach using a survey method. The population consisted of Roblox players who had previously purchased virtual items, while the sample comprised 130 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that advertising has a positive and significant effect on purchase decisions in Roblox. Virtual item value also has a positive and significant effect on purchase decisions in Roblox. Simultaneously, advertising and virtual item value have a positive and significant effect on purchase decisions in Roblox.
Pengaruh Live Streaming dan Flash Sale terhadap Impulse Buying melalui Positive Emotion pada Produk Bittersweet by Najla di Platform TikTok Shop Aleisya Aulia Rachmah; Dita Puruwita; Ivan Putranto
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/2dmavh88

Abstract

The rapid development of TikTok Shop through its live streaming and flash sale features has increased impulse buying, which is influenced by consumers' positive emotions. This study aims to analyze the influence of live streaming and flash sales on impulse buying through positive emotion among consumers of Bittersweet by Najla products on TikTok Shop. This study employed a quantitative approach using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4. The sample consisted of 130 respondents selected using purposive sampling. The results indicate that live streaming, flash sales, and positive emotion have a positive and significant effect on impulse buying. In addition, live streaming and flash sales also have a positive and significant effect on positive emotion. Furthermore, positive emotion partially mediates the relationship between live streaming and impulse buying, as well as between flash sales and impulse buying. These findings reinforce the Stimulus-Organism-Response (S-O-R) Theory, demonstrating that marketing stimuli can evoke positive emotions that ultimately encourage impulse buying.
Analisis Peran Perceived Usefulness, Perceived Enjoyment, dan Privacy Concern terhadap User Satisfaction serta Continuance Intention pada Pengguna Aplikasi DANA di Jakarta Indria Widya Dhana; Usep Suhud; Ivan Putranto
Jurnal Ilmiah Ekonomi dan Manajemen Indonesia Vol. 2 No. 2 (2026): JULI-DESEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/pvzdxr45

Abstract

This study aims to analyze the role of perceived usefulness, perceived enjoyment, and privacy concern on user satisfaction and continuance intention among DANA application users in Jakarta. The study employed a quantitative approach with a survey method involving 200 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using Structural Equation Modeling (SEM) with AMOS. The results indicate that perceived usefulness and perceived enjoyment have a positive and significant effect on user satisfaction and continuance intention. Conversely, privacy concern has a negative and significant effect on user satisfaction and continuance intention. User satisfaction also has a positive and significant effect on continuance intention. The model explains 51.5% of the variance in user satisfaction and 60.8% of the variance in continuance intention. These findings confirm that functional benefits, enjoyable experiences, and privacy protection are crucial factors in determining user satisfaction and continuance intention in e-wallet applications. This study contributes to the understanding of consumer behavior in digital financial services, particularly in the context of e-wallet continuance usage, and provides practical implications for e-wallet providers to enhance user retention strategies
PENGARUH HEDONIC SHOPPING MOTIVATION DAN FASHION INVOLVEMENT TERHADAP IMPULSIVE BUYING PRODUK FAST FASHION MELALUI POSITIVE EMOTION PADA GENERASI Z PENGGUNA SHOPEE DI JAKARTA Maria Al Qibthya; Dita Puruwita; Ivan Putranto
Didaktik : Jurnal Ilmiah PGSD STKIP Subang Vol. 12 No. 3 (2026): Volume 12 No. 3, September 2026 Produce
Publisher : STKIP Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36989/didaktik.v12i3.17644

Abstract

This research investigates the effect of hedonic shopping motivation and fashion involvement on impulsive buying of fast fashion items among Generation Z Shopee users in Jakarta, both directly and through positive emotion as a mediating factor. Applying a quantitative PLS-SEM approach with 154 respondents obtained through purposive sampling, the findings reveal that hedonic shopping motivation and fashion involvement lead to impulsive buying through distinct psychological pathways, with positive emotion functioning as the central mechanism linking both to impulsive buying. These findings broaden the Stimulus-Organism-Response framework and offer practical implications for Shopee and fast fashion sellers in strengthening emotion-based marketing strategies.
Pengaruh Content Quality, Social Media Engagement, dan Fear of Missing Out (Fomo) terhadap Impulsive Buying pada Produk Fashion di Tiktok Shop pada Generasi Z di Jakarta Maulana Yusuf Wiarto; Corry Yohana; Ivan Putranto
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/7b78se74

Abstract

The research approach used in the study titled “The Influence of Content Quality, Social Media Engagement, and Fear of Missing Out (FOMO) on Impulsive Buying of Fashion Products on TikTok Shop Among Generation Z in Jakarta” was quantitative, employing a survey method. Data collection was conducted by distributing an online questionnaire to 150 respondents who are members of Generation Z in DKI Jakarta and have previously purchased fashion products through TikTok Shop. The sampling technique used a non-probability sampling method with purposive sampling, and employed a 6-point Likert scale measurement instrument. The data analysis technique used in this study was multiple linear regression analysis using IBM SPSS Statistics 27 software. The results show that Content Quality has a positive and significant effect on Impulsive Buying, Social Media Engagement has no significant effect on Impulsive Buying, and Fear of Missing Out (FOMO) has a positive and significant effect on Impulsive Buying. Collectively, these three independent variables explain 40.4% of the variation of Impulsive Buying (R² = 0.404; Adjusted R² = 0.392), while the remaining 59.6% is explained by other factors outside the research model. The practical implications of this study suggest that fashion businesses on TikTok Shop need to prioritize presenting high-quality, informative, and engaging content.
Pengaruh Literasi Data, Literasi Teknologi, dan Literasi Manusia terhadap Kesiapan Kerja Mahasiswa Prodi Pendidikan Bisnis di Era Revolusi Industri 4.0 Difania Seftiaranisa Putri; Corry Yohana; Ivan Putranto
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 3 (2026): JULI-SEPTEMBER
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/dyah3r69

Abstract

This study aims to analyze the effects of data literacy, technology literacy, and human literacy on the work readiness of Business Education students in the era of the Fourth Industrial Revolution. This study employed a quantitative approach. The population consisted of 330 students from the 2023, 2024, and 2025 cohorts. The sample was selected using the proportional random sampling technique with the Slovin formula and a 5% margin of error, resulting in a total of 181 respondents. The questionnaire was distributed online and measured using a six-point Likert scale. Data analysis was conducted using Statistical Product and Service Solutions (SPSS) version 32. The results showed that data literacy had a positive and significant effect on the work readiness of Business Education students. Technology literacy had a positive and significant effect on the work readiness of Business Education students. Human literacy also had a positive and significant effect on the work readiness of Business Education students. Among the three independent variables, technology literacy had the most dominant effect on work readiness, as indicated by the t-test result, which showed a significance value of 0.0002 < 0.05. However, the R-squared value indicated that the independent variables simultaneously explained 53% of the variance in the dependent variable, suggesting that other factors outside the research model may also influence work readiness. These findings provide a theoretical implication that data literacy, technology literacy, and human literacy are factors that contribute to shaping students' work readiness in the era of the 4.0 Industrial Revolution.
Pengaruh Live Streaming, Online Customer Review dan Price Discount terhadap Purchase Intention pada Brand YSL Beauty Indonesia di Platform Tiktok Revalina Talitha Yasri; Dita Puruwita; Ivan Putranto
AKSIOMA : Jurnal Sains Ekonomi dan Edukasi Vol. 3 No. 8 (2026): AKSIOMA : Jurnal Sains, Ekonomi dan Edukasi
Publisher : Lembaga Pendidikan dan Penelitian Manggala Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62335/aksioma.v3i8.2851

Abstract

This study aims to examine and analyze the influence of Live Streaming, Online Customer Review, and Price Discount on Purchase Intention toward YSL Beauty Indonesia products on the TikTok platform. This study employed a quantitative research method using a questionnaire as the data collection instrument. The population consisted of YSL Beauty Indonesia consumers residing in the Greater Jakarta area (Jabodetabek). The sampling technique used was non-probability sampling with a purposive sampling method, resulting in a total of 200 respondents. The data were analyzed using multiple linear regression analysis, supported by descriptive statistical analysis, instrument testing, classical assumption tests, hypothesis testing (t-test and F-test), and the coefficient of determination (R²), with the assistance of IBM SPSS Statistics version 29.. The results indicate that Live Streaming, Online Customer Review, and Price Discount each have a positive and significant effect on Purchase Intention. Furthermore, these three variables simultaneously have a positive and significant effect on Purchase Intention, with Price Discount identified as the most influential variable. Therefore, optimizing live streaming activities, managing online customer reviews, and offering attractive price discounts can serve as effective digital marketing strategies to increase consumers' purchase intention toward YSL Beauty Indonesia products on the TikTok platform.
Co-Authors Aleisya Aulia Rachmah Annisa Lutfia Corry Yohana Difania Seftiaranisa Putri Dita Puruwita Diva Fahsya Ardana Indria Widya Dhana Maria Al Qibthya Maulana Yusuf Wiarto Revalina Talitha Yasri Shelomita Joanna Siregar Usep Suhud