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All Journal JURNAL PENDIDIKAN EKONOMI: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi dan Ilmu Sosial SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan Jurnal Pendidikan Ekonomi (JURKAMI) ASSET: Jurnal Manajemen dan Bisnis Basic and Applied Education Research Journal (BAERJ) Jurnal Pengabdian Kepada Masyarakat JOMPA ABDI: Jurnal Pengabdian Masyarakat Jurnal Pengabdian Kepada Masyarakat
Retna Ngesti Sedyati
Universitas Jember
Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Nursing Public Health Social Sciences Other

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PENGARUH VIRAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN FEAR OF MISSING OUT (FOMO) SEBAGAI VARIABEL INTERVENING Fitri Wasilatul Fadilah; Retna Ngesti Sedyati; Riyanto - Efendi; Prima Ratna Sari
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 11, No 2 (2026): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v11i2.6475

Abstract

This study aims to examine the effect of viral marketing on purchase decisions for O TWO O products on Shopee, with FOMO serving as an intervening variable. This research employed a quantitative approach with an explanatory research design based on the Stimulus–Organism–Response (S-O-R) Theory. Population study is consumers who had purchased O TWO O products through Shopee, with a sample of 130 female respondents aged 17 years and above selected using purposive sampling. The findings indicate that viral marketing has a positive and significant effect on FOMO, FOMO has a positive and significant effect on purchase decisions, and FOMO significantly mediates the relationship between viral marketing and purchase decisions. This study has several limitations, including its focus on female consumers in Jember Regency, the use of self-reported questionnaire data that may introduce subjective bias, and the examination of only viral marketing and FOMO without considering other factors that may influence purchase decisions. The findings suggest that viral marketing strategies capable of increasing consumers' FOMO can encourage purchase decisions on e-commerce platforms.
PENGARUH LIVE STREAMING TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI SHOPEE MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING Nadhifah Efendi; Retna Ngesti Sedyati; Prima Ratna Sari
Jurnal Pendidikan Ekonomi (JURKAMI) Vol 11, No 2 (2026): JURKAMI
Publisher : STKIP Persada Khatulistiwa Sintang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31932/jpe.v11i2.6731

Abstract

The focus of this study is to determine the effect of live streaming on purchase intention, the effect of purchase intention on purchase decisions, and the effect of live streaming on purchase decisions through purchase intention as an intervening variable on Gen Z Shopee users in Jember Regency using the Stimulus-Organism-Response (S-O-R) theory approach. This study applies a quantitative method with an explanatory type to 141 respondents selected using purposive sampling. A Likert scale questionnaire was used to collect data. Structural Equation Modeling based on Partial Least Squares (SEM-PLS) using SmartPLS 4 to analyze the data. The results show that live streaming has a positive and significant effect on purchase intention, purchase intention has a positive and significant effect on purchase decisions, and live streaming has a positive and significant effect on purchase decisions through purchase intention as an intervening variable. The conclusion of the study shows that effective live streaming can increase purchase intention, thereby strengthening the decision to purchase fashion products on Shopee. The managerial implication of this study is that sellers on Shopee need to optimize the quality of live streaming in order to increase purchase intention and encourage consumer purchasing decisions.
Co-Authors Anna Widayani Ayu Putri Septiana Bambang Suyadi Chamelia Putri Dwi Herlindawati Elok Asiyah Ulfa Fitri Wasilatul Fadilah Fitria Wahyu Anggraini Hayik Heditullah Hety Mustika Ani Ida Lailatul Musyarrofah Irmadatus Sholekhah Jefri Rieski Triyanto Lisana Oktavisanti Mardiyana Maimuna Maimuna Mayya Muwallidah Nadhifah Efendi Nayli Nabila Nur Aulya Rizki Prima Ratna Sari Pudjo Suharso Riyanto - Efendi Riyanto Efendi S Sukidin Sri Kantun Sutrisno Djaja Tiara Tiara Tiara Tri Suci Ulamatullah Vina Shofia Nur Mala Woro Mulyaningsih