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All Journal EDUCATIONE: Journal of Education Research and Review
Misael Aldo Walangitan
Politeknik Negeri Manado
Education Social Sciences

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SCARCITY-DRIVEN FOMO MARKETING IN FACEBOOK PROMOTIONAL COPY: A QUALITATIVE CONTENT ANALYSIS OF RETAIL ADVERTISING Misael Aldo Walangitan; Floren Agensia Sinaga; Bervie Fransel Rondonuwu; Immanuel Christian Pontorondo; Arief Perdana Kumaat
EDUCATIONE Volume 4, Issue 2, July 2026
Publisher : CV. TOTUS TUUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59397/edu.v4i2.272

Abstract

Social media retailers increasingly use scarcity-oriented copy to make promotional offers appear urgent, limited, and socially desirable. This study aimed to identify and explain how Fear of Missing Out (FOMO)-related cues are linguistically constructed in Facebook retail promotional copy. A qualitative descriptive content analysis was conducted on 24 purposively selected public Facebook advertisement posts from retail sellers in North Sulawesi, Indonesia. The unit of analysis was each caption or visual-text expression that represented time scarcity, quantity scarcity, or social proof. Data were transcribed, anonymized, and coded using an operational codebook adapted from persuasion and FOMO literature. The analysis identified 29 cue occurrences across the 24 posts. Time scarcity was the most frequent cue with 14 occurrences, mainly expressed through same-day offers, promo deadlines, and limited promotional periods. Quantity scarcity appeared 13 times through remaining-stock statements, limited-unit claims, and first-come-first-served expressions. Social proof appeared only twice and did not stand independently, as both occurrences were combined with time scarcity. These findings indicate that local Facebook retail copy constructs FOMO primarily through temporal and quantitative limitation cues rather than through social validation alone. The study contributes to digital marketing communication by clarifying how scarcity-driven FOMO cues are textualized in local promotional discourse. Its limitation is that it analyzes advertising texts, not consumer responses; therefore, behavioral effects require further research.
A LOW-COST WEB-BASED ADMINISTRATION SYSTEM FOR SOLAR-INTEGRATED PALM SUGAR PRODUCTION Offel Arianti Rumagit; Melky Krisna Elia Paendong; Arief Perdana Kumaat; Misael Aldo Walangitan; Gratia Natrina Kaparang; Putri Harunja
EDUCATIONE Volume 4, Issue 2, July 2026
Publisher : CV. TOTUS TUUS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59397/edu.v4i2.310

Abstract

Rural palm sugar producers increasingly combine traditional processing with photovoltaic systems, but production, quality, cost, and solar-use records often remain fragmented. This study designed and field-demonstrated a low-cost web-based administration system for Kelompok Tani Talaut Jaya in North Sulawesi, Indonesia. Following design science research, the study analyzed the group's paper forms, developed a Google Sheets and Google Apps Script prototype, demonstrated the artifact across several production cycles, and revised it through field observation and informal user feedback. The group leader and several producers used the system through four functional roles: operator, quality control, leadership, and administrator. The artifact integrates five modules: raw-material receiving, daily production, output quality, production-cost calculation, and solar-energy-use logging. Functional verification covered role-based access, transaction recording, automated calculation of Harga Pokok Produksi (HPP), and monthly PDF report generation. The evaluation was descriptive; exact user numbers, transaction volumes, task-completion times, error rates, and standardized acceptance scores were not formally recorded. The verified final forms contain six, six, six, five, and six data-entry fields, respectively. Only the production-cost module retained a documented initial count of ten fields, so the study does not claim a measured reduction across all modules. The solar-energy module documents utilization conditions but does not quantify energy savings or causal production effects. The findings support feasibility in one partner setting and require multi-site validation using formal usability, accuracy, time, and metered-energy measures.
Co-Authors Arief Perdana Kumaat Bervie Fransel Rondonuwu Floren Agensia Sinaga Gratia Natrina Kaparang Immanuel Christian Pontorondo Melky Krisna Elia Paendong Offel Arianti Rumagit Putri Harunja