PENGARUH KELANGKAAN (SCARCITY) TERHADAP PEMBELIAN IMPULSIF (IMPULSE BUYING) DENGAN RASA TAKUT KEHILANGAN (FOMO) SEBAGAI MEDIASI: STUDI PADA PEMBELIAN PRODUK LABUBU BLIND BOX
Keywords:
Scarcity, Fear of Missing Out (FoMO), Impulse Buying, S-O-R Framework
Abstract
Fenomena pembelian impulsif di kalangan Gen Z semakin sering ditemui, terutama dalam konteks produk viral dan terbatas seperti Labubu Blind Box. Penelitian ini bertujuan untuk menguji pengaruh kelangkaan (scarcity) dan rasa takut kehilangan atau fear of missing out (FoMO) terhadap perilaku pembelian impulsif (impulse buying), dengan FoMO juga diuji sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei berbasis kuesioner yang disebarkan secara daring dengan total 214 responden. Seluruh responden merupakan individu berusia 18 tahun ke atas yang pernah membeli produk Labubu Blind Box. Teknik analisis data dilakukan menggunakan metode SEM-PLS untuk menguji model hubungan antar variabel. Hasil penelitian menunjukkan bahwa scarcity memiliki pengaruh langsung yang positif terhadap impulse buying, namun memiliki pengaruh negatif terhadap FoMO. Lebih lanjut, FoMO berperan sebagai mediator dalam hubungan antara scarcity dan impulse buying, tetapi arah pengaruhnya bersifat negatif, menunjukkan adanya competitive partial mediation. Temuan ini dianalisis menggunakan pendekatan S-O-R framework, di mana scarcity sebagai stimulus memengaruhi reaksi emosional (FoMO) dan akhirnya menghasilkan response berupa perilaku konsumtif, meskipun tidak secara linear.
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Martone, M. E., Garcia-Castro, A., & VandenBos, G. R. (2018). Data Sharing in Psychology. American Psychologist, 73(2), 111–125. https://doi.org/10.1037/amp0000242
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Rizki, F. D., & Fordian, D. (2024). The effect of discount and scarcity message towards impulse buying: A study on Rosé All Day Cosmetics’ Shopee Live. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 4800–4812. https://doi.org/10.47467/alkharaj.v6i5.1959
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Zhang, Y., & Zhang, T. (2022). The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.946527
Barroga, E., Matanguihan, G. J., Furuta, A., Arima, M., Tsuchiya, S., Kawahara, C., Takamiya, Y., & Izumi, M. (2023). Conducting and Writing Quantitative and Qualitative Research. Journal of Korean Medical Science, 38(37). https://doi.org/10.3346/jkms.2023.38.e291
Casteel, A., & Bridier, N. L. (2021). Describing populations and samples in doctoral student research. International Journal of Doctoral Studies, 16, 339–362. https://doi.org/10.28945/4766
Cengiz, H., & Şenel, M. (2024). The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis. Journal of Fashion Marketing and Management, 28(3), 405–425. https://doi.org/10.1108/JFMM-03-2023-0082
Cerar, J., Nell, P. C., & Reiche, B. S. (2021). The declining share of primary data and the neglect of the individual level in international business research. In Journal of International Business Studies (Vol. 52, Issue 7, pp. 1365–1374). Palgrave Macmillan. https://doi.org/10.1057/s41267-021-00451-0
Cialdini, R. B. (2009). Influence: Science and Practice. Pearson.
Creswell, J. W., & Plano Clark, V. L. (2018). Designing and conducting mixed methods research (3rd ed.). Thousand Oaks, CA: SAGE Publications.
Dahmiri, D., Bhayangkari, S. K. W., & Fatricia, R. S. (2023). Scarcity cues, fear of missing out, and impulse buying behavior in fashion product: The role of Islamic religiosity. SERAMBI: Jurnal Ekonomi Manajemen Dan Bisnis Islam, 5(2), 67–82. https://doi.org/10.36407/serambi.v5i2.863
DataIntelo. (2024, January 31). Global blind boxes market report. https://dataintelo.com/report/global-blind-boxes-market
Dhakshitha, B. K., Smitha, N. S., Gera, R., Ramya, N., Kouser, A., VasanthaKumari, K., & Malavalli, A. (2025). Exploring the impact of social presence cues on consumer impulse buying in e-commerce platforms. Journal of Marketing & Social Research, 2(4), 119–125.
Doan, T. N. Q., & Lee, H. T. (2023). Relationships between FoMO, Flow, and Impulse Purchase: Focusing on TikTok Social-commerce Platform. Journal of Distribution Science, 21(11), 91–101. https://doi.org/10.15722/jds.21.11.202311.91
Febrianty, P. A. T., Yanthi, N. P. D., Devi, I. G. A. P. J. S., & Kusumasari, N. M.I. (2025). The role of Fear of Missing Out (FoMO) in mediating the effect of scarcity perception on impulse buying. Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis, 5(1), 56–64. https://doi.org/10.55606/jaemb.v5i1.5722
Gao, H., Chen, X., Gao, H., & Yu, B. (2022). Understanding Chinese consumers’ livestreaming impulsive buying: A stimulus-organism-response perspective and the mediating role of emotions and Zhong Yong tendency. Frontiers in Psychology, 13, 881294. https://doi.org/10.3389/fpsyg.2022.881294
Gierl, H., Plantsch, M., & Schweidler, J. (2008). Scarcity effects on sales volume in retail. International Journal of Retail & Distribution Management, 36(2), 154–165. https://doi.org/10.1108/09590550810853076
Hair, J. F. ., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second Edition). Sage.
Hair, J. F. ., Ortinau, D. J. ., & Harrison, D. E. . (2021). Essentials of marketing research (Fifth Edition). McGraw-Hill Education.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS EIGHTH EDITION (Eight Edition). Cengage. www.cengage.com/highered
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (Third Edition). Sage.
Hair, J. F., Hult, G. T. M., Sarstedt, M., Danks, N. P., Ringle, C. M., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R A Workbook. Springer.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Ju, I., & Lee, J. (2022). Social media influencers and followers’ conspicuous consumption: The mediation of fear of missing out and materialism. Current Psychology, 41, 12365–12377. https://doi.org/10.1007/s12144-021-02005-0
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Lee, Y. Y., Gan, C. L., & Liew, T. W. (2023). Rationality and impulse buying: Is your emotion a part of the equation? Computers in Human Behavior Reports, 12, 100337. https://doi.org/10.1016/j.chbr.2023.100337
Lo, F. Y., Rey-Martí, A., & Botella-Carrubi, D. (2020). Research methods in business: Quantitative and qualitative comparative analysis. In Journal of Business Research (Vol. 115, pp. 221–224). Elsevier Inc. https://doi.org/10.1016/j.jbusres.2020.05.003
Lutviari, N., Pradana, M., & Tamtomo, D. (2025). The influence of scarcity message and hedonic shopping motivation on impulse buying with perceived enjoyment as a mediating variable. Dinasti International Journal of Digital Business Management, 6(3), 565–579. https://doi.org/10.31933/dijdbm.v6i3.5149
Mahena, L. P., Aditya, W. R., & Imanda, R. A. (2025). Fear of missing out terhadap impulsive buying pada generasi Z. Psikoborneo: Jurnal Ilmiah Psikologi, 13(1), 80–87. https://doi.org/10.30872/psikoborneo.v13i1.10712
Martone, M. E., Garcia-Castro, A., & VandenBos, G. R. (2018). Data Sharing in Psychology. American Psychologist, 73(2), 111–125. https://doi.org/10.1037/amp0000242
Mukti, A. H., Sastrodiharjo, I., & Hariyanto, O. I. B. (2024). Financial literacy, financial management, social legitimacy and being FOMO on impulsive buying: Evidence on leisure activity Coldplay concert euphoria on Indonesian Gen Z generation. ATESTASI: Jurnal Ilmiah Akuntansi, 7(1), 639–660. https://doi.org/10.57178/atestasi.v7i1.843
POP MART International Group Limited. (2025). Annual results announcement for the year ended 31 December 2024. Hong Kong Exchanges and Clearing Limited.
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848. https://doi.org/10.1016/j.chb.2013.02.014
Rizki, F. D., & Fordian, D. (2024). The effect of discount and scarcity message towards impulse buying: A study on Rosé All Day Cosmetics’ Shopee Live. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(5), 4800–4812. https://doi.org/10.47467/alkharaj.v6i5.1959
Roscoe, John J. . (1975). Fundamental research statistics for the behavioral sciences. New York : Holt, Rinehart and Winston
Song, Z. (2023). Analysis of the similarities and differences between qualitative and quantitative research. Journal of Sociology and Ethnology, 5(1). https://doi.org/10.23977/jsoce.2023.050115
We Are Social. (2024, January). Digital 2024: Indonesia. Retrieved from https://wearesocial.com/id/blog/2024/01/digital-2024/
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The Impact of Scarcity on Consumers’ Impulse Buying Based on the S-O-R Theory. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.792419
Zhang, Y., & Zhang, T. (2022). The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.946527
Published
2025-09-09
How to Cite
Velian Zalfa, Mery Citra Sondari, & Mochamad Chairul Ihsan. (2025). PENGARUH KELANGKAAN (SCARCITY) TERHADAP PEMBELIAN IMPULSIF (IMPULSE BUYING) DENGAN RASA TAKUT KEHILANGAN (FOMO) SEBAGAI MEDIASI: STUDI PADA PEMBELIAN PRODUK LABUBU BLIND BOX. Journal of Social and Economics Research, 7(1), 1573-1587. https://doi.org/10.54783/jser.v7i1.950
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Articles
