FENOMENA BLACK FRIDAY DI BALI: PERAN FLASH SALE DAN FEAR OF MISSING OUT TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN - I Gusti Ayu Tirtayani; Gusti Ayu Aghivirwiati (Fakultas Ekonomi dan Bisnis Universitas Udayana, 2026)
Penelitian ini bertujuan untuk menganalisis pengaruh flash sale terhadap keputusan pembelian konsumen pada event Black Friday di Bali dengan Fear of Missing Out (FOMO) sebagai variabel mediasi. Black Friday merupakan fenomena promosi yang berasal dari budaya Barat, namun seiring dengan perkembangan globalisasi dan digitalisasi, banyak pelaku usaha, khususnya supermarket dan platform e-commerce di Bali, mulai mengadopsi strategi promosi ini. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada konsumen yang pernah berpartisipasi dalam program flash sale saat Black Friday. Teknik analisis data menggunakan Structural Equation Modeling berbasis Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa flash sale berpengaruh positif dan signifikan terhadap FOMO dan keputusan pembelian. Selain itu, FOMO juga berpengaruh positif dan signifikan terhadap keputusan pembelian, serta terbukti memediasi hubungan antara flash sale dan keputusan pembelian. Temuan ini mengindikasikan bahwa keterbatasan waktu, persepsi kelangkaan, dan tekanan sosial berperan penting dalam mendorong konsumen untuk melakukan pembelian. Penelitian ini memberikan implikasi praktis bagi pelaku usaha dalam merancang strategi promosi yang efektif, serta kontribusi teoritis dalam memperkaya kajian perilaku konsumen terkait adopsi budaya promosi global di konteks lokal. This study aims to analyze the effect of Flash Sales on consumer purchase decisions during the Black Friday event in Bali, with Fear of Missing Out (FOMO) as a mediating variable. Although Black Friday originates from Western culture, globalization and digitalization have encouraged many businesses, especially supermarkets and e-commerce platforms in Bali, to adopt this promotional strategy. This research employs a quantitative approach by distributing questionnaires to consumers who have participated in Flash Sale programs during Black Friday. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results indicate that Flash Sales have a positive and significant effect on FOMO and purchase decisions. In addition, FOMO also has a positive and significant effect on purchase decisions and is proven to mediate the relationship between Flash Sales and purchase decisions. These findings suggest that time pressure, perceived scarcity, and social influence play a crucial role in encouraging consumers to make purchasing decisions. This study provides practical implications for marketers in developing effective promotional strategies and contributes theoretically to the literature on consumer behavior in the context of global promotional culture adopted at the local level.