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All Journal Jurnal Ilmu Manajemen (JIM) Jurnal Maneksi (Management Ekonomi Dan Akuntansi) International Journal of Community Service Learning Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen) Jurnal Pengabdian Masyarakat IPTEK Abimanyu: Journal of Community Engagement International Journal of Humanities Education and Social Sciences Indonesian Sugar Research Journal JURNAL EKONOMI BISNIS DAN MANAJEMEN JPNM : Jurnal Pustaka Nusantara Multidisiplin International Journal of Emerging Research and Review Jurnal Ekonomi Bisnis dan Manajemen Journal of Digital Business and Innovation Management JURNAL MULTIDISIPLIN ILMU AKADEMIK Celebes Journal of Community Services Jurnal Ilmiah Bisnis, Manajemen, dan Akuntansi International Journal Business, Management and Innovation Review International Journal of Social, Economic, and Business Indonesia Economic Journal Jurnal Ilmiah Ekonomi dan Manajemen Indonesia
Fresha Kharisma
Universitas Negeri Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Social Sciences Other

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The Effect of Scarcity Marketing, Fear of Missing Out (FOMO) and Electronic Word of Mouth (EWOM) on Music Concert Ticket Purchase Intention in Surabaya Gymnastiara Aliefa Putri Wahyono; Fresha Kharisma
International Journal of Social, Economic, and Business Vol. 2 No. 2 (2025): December 2025
Publisher : Lavish Opulent Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65688/ijseb.v2i2.120

Abstract

This study investigates the influence of scarcity marketing, fear of missing out (FOMO), and electronic word of mouth (EWOM) on the purchase intention of music concert tickets in Surabaya. As the entertainment industry grows rapidly and digital promotion becomes increasingly dominant, understanding these factors is essential for effective marketing strategies. Using a quantitative approach with a survey method, this research collected data from 180 respondents aged 18 to 35 who had previously purchased concert tickets and were active social media users. The data were analyzed using multiple linear regression through SPSS to examine both simultaneous and partial effects of the independent variables on purchase intention. The findings indicate that scarcity marketing, FOMO, and EWOM simultaneously have a positive and significant effect on purchase intention. Partially, scarcity marketing strengthens consumers’ urgency to buy through limited availability and time-bound offers. FOMO also shows a positive impact, suggesting that the desire to avoid missing social experiences increases purchase likelihood. Additionally, EWOM positively influences purchase intention, emphasizing the role of online recommendations and credible user-generated information. Overall, the results highlight that digital promotional strategies incorporating scarcity cues, FOMO-driven content, and persuasive EWOM are effective in increasing concert ticket purchase intention in Surabaya  
PENGARUH WEBSITE DESIGN DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PENGGUNA SHOPEE DI SURABAYA Mohammad Rafli; Fresha Kharisma; Muhammad Fajar Wahyudi Rahman; Ika Diyah Candra Arifah
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 1 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i1.3720

Abstract

Introduction: This study examines how website design and brand awareness influence purchase intention among Shopee users in Surabaya, Indonesia, given the intense competition among e-commerce platforms and the need to understand key drivers of consumers’ buying decisions. Methods: A quantitative explanatory design was employed using an online questionnaire survey. Respondents were Shopee users residing in Surabaya, aged 17–40 years, and had made purchases on Shopee within the last year. The sample was selected through purposive sampling, and the analysis applied Structural Equation Modelling–Partial Least Squares (PLS-SEM) by assessing both the measurement model (reliability and validity) and the structural model (path significance and explained variance).Results: The findings show that brand awareness has a positive and significant effect on purchase intention (O = 0.656; t = 6.763; p = 0.000), while website design has a positive but non-significant effect (O = 0.172; t = 1.806; p = 0.072). The model explains a moderate proportion of variance in purchase intention (R² = 0.588), indicating that brand-related factors play a more decisive role than interface design in shaping purchase intentions on an established marketplace platform.Conclusion and suggestion: Overall, the results indicate that brand awareness is the key factor influencing purchase intention among Shopee users in Surabaya, while website design shows a positive but non-significant effect. Therefore, strengthening brand awareness should be prioritized, supported by maintaining an adequate website design to ensure a positive user experience. Keywords: Brand Awareness, Purchase Intention, Website Design
Co-Authors Achmad Fitro Achmad Kautsar Akbar, Rasyidi Faiz Alifatus Oktafia Angelina Dwi Kartikasari Annisa Fauziyyah Salsabila Arifah, Ika Diyah Candra Dhiyan Septa Wihara Diyah Candra Arifah, Ika Durinda Puspasari Dwiarko Nugrohoseno Fahmi, Moh Farih Fahrullah, A’rasy Fatimah Az-Zahroh Nur Salsabila Firmansyah, Praditya Gymnastiara Aliefa Putri Wahyono Hadi, Hafid Kholidi Han Tantri Hardini Handy Ardiansyah Harlina Meidiaswati Hujjatullah Fazlurrahman Ika Diyah Candra Arifah Ika Permatasari Irawati, Winaika Irwan Adimas Ganda Saputra Jevonisa Xena Loering Kawakib, Afif Nurul Keysha Ramadhani Andrijanto khusnul khotimah LUCKY RACHMAWATI Mahabillah K.R.H.P Marshanda Ditrisna Wati Masmira Kurniawati, Masmira Mnassri, Yasmine Mohammad Rafli Muhammad Fachmi Muhammad Fajar Wahyudi Rahman Muhammad Ghaiyyas Zia Alqudsi Muhammad Rio Dwi Alfandi Muhammad Rizky Ramadhan Muzamzamah Mega Sinta NABILAH, SALMA Naisyifa Zahra Irwanaputri Naswa Ine Arteta Naufal Zamzami Nessa Aulia Jalapuspa Tambunan Nihaya, Ina Uswatun Nindria Untarini Pradipta Agung Wahyu Pratama Purnomo, Marcello Purwohandoko Purwohandoko Putra, Bagaskara Rahadi Putri Ulfa Kamalia Rahman, Muhammad Fajar Wahyudi Ratih Amelia Ratih Amelia Reihan, Givvara Rena Natalia Renny Sari Dewi Rhayhan Maulana Ali Akhbar Risya Yurifia Putri Salsabila, Carissa Oktiara Suci Rohayati Susanti Susanti Sutan Izzat Mundafi Syafira Nasution Thahirrah, Nadia Nur Wenny Restikasari Wisnuwardhana Surya Adriansyach