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All Journal JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM
Afrina Syahla Isti Rahayu
Universitas Islam Nahdlatul Ulama Jepara
Economics, Econometrics & Finance Social Sciences

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PENGARUH KELANGKAAN DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI PADA MYKIKSTORE JEPARA Afrina Syahla Isti Rahayu; Mohamad Rifqy Roosdhani
Jurnal MBE Manajemen Bisnis, Equilibrium Vol 12 No 2 (2026): Jurnal Manajemen dan Bisnis Equilibrium
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Ngurah Rai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47329/jurnalmbe.v12i2.1883

Abstract

This study aims to analyze the effects of scarcity and product design on purchase decisions with Fear of Missing Out (FOMO) as a mediating variable among Mykikstore Jepara consumers. A quantitative approach with a correlational design was employed. The sample consisted of 250 Mykikstore Jepara consumers selected using purposive sampling. Data were collected through a questionnaire using a 1–10 Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that scarcity and product design have positive and significant effects on FOMO. Product design and FOMO also have positive and significant effects on purchase decisions, while scarcity has no significant direct effect on purchase decisions. Furthermore, FOMO significantly mediates the effects of both scarcity and product design on purchase decisions. These findings support the Stimulus–Organism–Response (SOR) Theory, which explains that marketing stimuli can influence consumers’ psychological states before generating behavioral responses. Practically, Mykikstore should enhance product design attractiveness and implement scarcity strategies proportionally to stimulate FOMO and encourage purchase decisions.
Co-Authors Mohamad Rifqy Roosdhani