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Imam Nuraryo
Institut Bisnis Dan Informatika Kwik Kian Gie
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Pengaruh Strategi Komunikasi Pemasaran Digital Shopee (Artificial Scarcity) Terhadap Pembelian Impulsif Melalui Fear of Missing Out (Fomo) Pada Konsumen Generasi Z Kelapa Gading Nurhayati, Dewi; Nuraryo, Imam
Jurnal Locus Penelitian dan Pengabdian Vol. 5 No. 2 (2026): JURNAL LOCUS: Penelitian dan Pengabdian
Publisher : Riviera Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58344/locus.v5i2.5132

Abstract

Penelitian ini mengeksplorasi secara komprehensif dampak Strategi Pemasaran Digital berbasis Artificial scarcity terhadap Pembelian Impulsif di kalangan konsumen Generasi Z di Kelapa Gading yang dimediasi oleh Fear of Missing Out (FOMO). Penelitian kuantitatif ini menggunakan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa Strategi Pemasaran Digital Artificial scarcity memiliki pengaruh positif dan signifikan dalam meningkatkan FOMO, kemudian FOMO mendorong Pembelian Impulsif. Selain itu, Strategi Pemasaran Digital Artificial scarcity juga berpengaruh langsung pada Pembelian Impulsif, dan efek tersebut dimediasi secara moderat oleh FOMO. Secara spesifik, meskipun terdapat pengaruh signifikan, ditemukan kesenjangan dimana taktik scarcity berbasis waktu memiliki efektivitas terlemah (dengan rata-rata terendah) dalam memicu perilaku terburu-buru, menunjukkan adanya resistensi konsumen. Saran praktis menekankan perlunya Shopee melakukan riset kualitatif mendalam melalui Group Chat Instagram untuk memahami resistensi tersebut dan menemukan cara yang lebih otentik dalam menyampaikan urgensi demi membangun loyalitas jangka panjang. Penelitian selanjutnya disarankan untuk mengkaji variabel tingkat skeptisisme konsumen atau perbandingan antara promosi berbasis kelangkaan dan penghematan (seperti gratis ongkir) untuk mengukur mana yang lebih dominan dalam memicu impulsivitas.
Memberdayakan UMKM dan Literasi Digital Berdasarkan Kearifan Lokal Masyarakat Tengger, Gunung Bromo Nuraryo, Imam; Murtiharso, Yosaphat Danis; Iryanto, Mas Budi Widiyo
Jurnal Abdimas: Sosial, Bisnis, dan Lingkungan Vol. 3 No. 1 (2025): Oktober 2025 - Maret 2026
Publisher : Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/abdimas.v3i1.1999

Abstract

This Community Service Program (PKM) aims to enhance digital literacy capacity and online promotion skills of Micro, Small, and Medium Enterprises (MSMEs) based on local wisdom in the Surabaya and Bromo areas, East Java, and was implemented as part of the international collaboration of KAPPIJA-21 through the National Leader Forum (NLF) and the International Youth Leadership Academy (IYLA) held on December 4–7, 2025. The main problem faced by MSME actors is the relatively low ability to utilize digital technology and social media as effective marketing tools; therefore, this program was designed using a community empowerment approach through digital literacy training, promotional content creation workshops, and social media-based marketing assistance that integrates local wisdom values. The implementation methods included preliminary observation to identify partners’ needs, interactive training and workshops, field assistance (community mentoring), and evaluation through surveys and assessment of participants’ practical outputs. The results indicate an improvement in participants’ understanding and skills in using social media, creating promotional content in the form of product photos and videos, and developing more effective digital marketing strategies, while also strengthening collaborative networks among academics, students, communities, and MSME actors in supporting culture-based local economic development. Thus, this PKM program is expected to contribute to increasing the competitiveness of MSMEs and to promote sustainable digital transformation in the development of the community’s creative economy.
Co-Authors Awad, Siraj Ribhi Deifty Dianita Katiandagho Dewi Nurhayati Dyah Nurul Maliki Fadly Husain Harum Kusumanafisa, Shabira Idrus, Mustafa Habibie Kristianto, Raymond Kuhu, Silke Esmeralda Lusyana M. Budi Widiyo Iryanto Mardewi, Criana Melisa Arisanty Ratu Nadira Elfandari Rizqy Aziz Basuki Sediyaningsih, Sri Simatupang, Rosida Siti Meisyaroh Siti Meisyaroh, Siti Suatmi, Bernadetta Dwi Velia, Natasha Wiradharma, Gunawan Yosaphat Danis Murtiharso Zulfikar Ikhsan Pane