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All Journal Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen
Siti Mei Eka Wati
Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Fear of Missing Out FOMO dan Flash Sale Strategy terhadap Minat Beli Konsumen di Shopee Siti Mei Eka Wati; Pemilia Sulistyowati
Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen Vol. 5 No. 4 (2026): (Oktober) Inisiatif: Jurnal Ekonomi, Akuntansi dan Manajemen
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/inisiatif.v5i4.7679

Abstract

This study aims to analyze the influence of Fear of Missing Out FOMO and Flash Sale Strategy on Consumer Purchase Intention on Shopee. The study was conducted to examine the gap in low purchasing interest among rural communities, particularly in the context of online shopping behavior and promotional strategies. This study uses a quantitative method with a causal-associative research design. The sampling was conducted using purposive sampling, involving a total of 100 respondents who met the predetermined criteria. Data were collected through questionnaires using a Likert scale and analyzed using SPSS to examine the relationships between the variables. The main findings of this study show that FOMO and Flash Sale Strategy have a positive and significant effect on Consumer Purchase Intention. Additionally, FOMO and Flash Sale Strategy simultaneously have a positive and significant effect on Consumer Purchase Intention. These findings indicate that psychological factors related to the fear of missing opportunities and attractive time-limited promotional strategies can encourage consumers to make purchasing decisions. The study concludes that FOMO and Flash Sale Strategy play an important role in increasing Consumer Purchase Intention on Shopee. Therefore, the results can serve as valuable input for E-commerce players in designing more effective and relevant marketing strategies.
Co-Authors Pemilia Sulistyowati