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All Journal Ekopedia: Jurnal Ilmiah Ekonomi Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Ivan Putranto
Universitas Negeri Jakarta
Economics, Econometrics & Finance

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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
Co-Authors Aleisya Aulia Rachmah Annisa Lutfia Dita Puruwita Diva Fahsya Ardana Indria Widya Dhana Shelomita Joanna Siregar Usep Suhud