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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis MANAJEMEN Jurnal Pengabdian Masyarakat
Laras Annisa Ulfitri Nedi
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Computer Science & IT Economics, Econometrics & Finance Other

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Faktor Pendorong Fear Of Missing Out (Fomo) dalam Keputusan Pembelian pada Saat Flash Sale Tanggal Kembar di E-Commerce Shopee Alwi Shihab; Hani Hasanah; Laras Annisa Ulfitri Nedi
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/st70zq23

Abstract

The development of digital technology has driven significant changes in consumer behavior, particularly through e-commerce platforms like Shopee. One effective marketing strategy for attracting consumers is the Flash Sale program on double-dates, which creates a sense of rush and urgency in making purchases. This phenomenon is closely related to the emergence of the Fear of Missing Out (FOMO), which is consumers' fear of missing out on an attractive offer or desired product. This study aims to determine the influence of FOMO and Flash Sale drivers on consumer purchasing decisions on Shopee. The approach used was quantitative, with a survey method using a questionnaire to 130 respondents who are active Shopee users in Tangerang City. Data were analyzed using the Partial Least Square (PLS) technique through SmartPLS 3.0 software, focusing on the influence of each variable on purchasing decisions. The results showed that both FOMO and Flash Sale have a positive and significant influence on purchasing decisions. This means that the stronger the fear of missing out felt by consumers, and the more attractive the Flash Sale promotion offered, the greater the likelihood of consumers making a purchase. These findings contribute to the development of more effective digital marketing strategies and provide insight into the dynamics of consumer behavior in the e-commerce era
PENGARUH KECERDASAN BUATAN DAN KEPUASAN PELANGGAN DALAM REKOMENDASI PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI E-COMMERCE Rizma Adelia; Hani Hasanah; Laras Annisa Ulfitri Nedi
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/ezkr9069

Abstract

This study aims to analyze the influence of Artificial Intelligence (AI) and customer satisfaction in product recommendation systems on consumer purchasing decisions in e-commerce platforms.. This research employs a quantitative approach with purposive sampling, involving 160 respondents who have experienced AI-based product recommendations in e-commerce. Data were collected through online questionnaires and analyzed using smartpls 3. The results reveal that artificial intelligence significantly influences purchasing decisions on a partial basis. Likewise, customer satisfaction also shows a positive and significant effect. Simultaneously, both artificial intelligence and customer satisfaction have a significant impact on consumer purchasing decisions. These findings provide valuable implications for e-commerce platforms to develop more accurate, relevant, and user-centered recommendation systems.
Co-Authors Alwi Shihab Dewi Larasati Djamaludin Fauzi, Aziz Hani Hasanah Juwita Qadarsi Khasan Safik Khilda Shopia Nabila Shifa Septiani Nadia, Aisha Qadarsi, Juwita Qadarsi Raden Mohamad Herdian Bhakti Ramdani, Heni Cahya Rizma Adelia Wanda Yulia Utami