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All Journal NIKe Jurnal Ilmiah Perikanan dan Kelautan | Fisheries and Marine Scientific Journal INFERENSI Wacana, Jurnal Sosial dan Humaniora PRAJA: Jurnal Ilmiah Pemerintahan Jurnal Riset Rumpun Ilmu Tanaman Jurnal Pengabdian Masyarakat Jurnal Media Administrasi Konsensus: Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi J-CEKI PESHUM
Hasim Hasim
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Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Analisis Scarcity dan Urgency pada Keputusan Pembelian Konsumen Hanasui di Live Shopee Dewi Sriwidari; Hasim Hasim
Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi Vol. 2 No. 5 (2025): Oktober : Konsensus : Jurnal Ilmu Pertahanan, Hukum dan Ilmu Komunikasi
Publisher : Asosiasi Peneliti Dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/konsensus.v2i5.1240

Abstract

This study aims to determine whether the role of Scarcity and Urgency applied by the Hanasui brand in the marketing process on the Shopee live feature can influence consumer purchasing decisions. Furthermore, the researchers refer to Scarcity and Urgency as limited product stock and limited time for a discount. The researcher used the Heuristic Systematic theory to analyze the Scarcity and Urgency process in the Hanasui brand live streaming on the Shopee application, namely the Heuristic Systematic theory, a theory that explains how a person processes information obtained either heuristically (without thinking) or systematically (regularly and comprehensively). Where the method used is a qualitative method with a constructivist paradigm and a qualitative descriptive approach. Meanwhile, the data collection techniques used were non-participant observation and in-depth interviews with predetermined subjects, namely five women, who have used or purchased Hanasui products on the Shopee live feature. Therefore, the results of this study, namely the Hanasui live feature on Shopee, show that Scarcity and Urgency play a role in consumer purchasing decisions.
Co-Authors Abdul Hafidz Olii Ahmad Faqih Ahmad Faqih Ahmad Faqih Ardiyanto Saleh Modjo Ariesta Setyawati Dewi Sriwidari Dewi Wahyuni K. Baderan Faizal Kasim Fatma Tombinawa Ferawati Suleman Frandika K. Toiyo Frandika K. Toiyo Fuad Pontoiyo Gunawan Abdul Hadi Alikodra Idrak Saleh Indah Piliyanti Iswan Dunggio La Alio M Amien Gunadi Mahludin H. Baruwadi Mawardi Heru Prasetyo Mohamad Harun Mohamad Zainudin Usman Mohammad Bayu Irawan Muh Juan Suam Toro Muh. Arfah Syam MUHAMMAD YUSUF Mulis Mulis Nurain S Pane Parid Pakaya Rahmawati A. Damiti Ramli Utina Rizal Fahmi rosbandi rosbandi Rully Tuiyo Salsabila, Unik Hanifah Septalina Pradini Siti Nurislamiah Sri Nawangsari Niode Sudarmanto Hasan Sukirman Rahim Susanto Kasim Tri Pranadji Wanda Yulia Utami