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All Journal E-Jurnal Manajemen Universitas Udayana Asas: Jurnal Sastra Esteem Journal of English Study Programme EKONOMIKA45 Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Putu Ayu Trisna Febrianty
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

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The Role Of Fear Of Missing Out (Fomo) In Mediating The Effect Of Scarcity Perception On Impulse Buying Putu Ayu Trisna Febrianty; Ni Putu Dera Yanthi; I Gst. Ayu P. Jesika Sita Devi N; Ni Made Intan Kusumasari
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.5722

Abstract

The digital age has introduced a new paradigm where global connectivity and instant information access are integral to everyday life. Advancements in digital technology have reshaped various aspects of human activities, including communication, work, education, and shopping. This study explores how consumers' fear of missing out (FOMO) functions as an intermediary in the interaction between perceived scarcity and impulsive purchasing behavior. The study involved 200 respondents, who were e-commerce consumers of Shopee in Denpasar. Purposive sampling was used in data collection through questionnaires. The analysis was carried out using SEM PLS 3.0. The test results reveal that scarcity perception does not have a significant influence on impulse buying. However, FOMO has a notable effect on impulse buying and serves as a mediator in the relationship between scarcity perception and impulse buying. This study is expected to enrich the literature and provide practical insights for companies in formulating marketing strategies.
Digital Orientation and Sustainable Business Performance : The Mediating Role of Digital Marketing Strategy Ni Made Intan Kusumasari; Putu Ayu Trisna Febrianty; Dhea Fitrisia; Christina Ayu Maha Dewi
Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis Vol. 5 No. 1 (2025): Maret : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jaemb.v5i1.6584

Abstract

Digitalization of marketing is a strategy that can be implemented by wood crafts MSMEs to increase competitiveness and business entry in the current era. This study aims to examine and explain the role of digital marketing strategies in mediating the influence of digital orientation on sustainable business performance. The population of this study is wood crafts MSME business actors in Bali who have adopted digital strategies in the last three years. The number of samples used was 90 wood crafts MSME actors in Bali using the purposive sampling method. The analysis technique used was Path Analysis using SEM PLS. The results of the study showed that digital orientation had an effect on business sustainability performance, digital orientation had an effect on digital marketing strategies, and digital marketing strategies also had an effect on business sustainability performance. Digital marketing strategies can partially mediate the effect of digital orientation on sustainable business performance. Therefore, wood crafts MSMEs in Bali need to pay attention to and increase the intensity of implementing digital marketing strategies to improve business sustainability performance.
Co-Authors Christina Ayu Maha Dewi Dhea Fitrisia I Gst Ayu P. Jesika Sita Devi I Gst. Ayu P. Jesika Sita Devi N Ni Made Intan Kusumasari Ni Nyoman Dian Sudewi Ni Putu Dera Yanthi Nyoman Dewi Pitaloka Cahyadi