PENGARUH PERCEIVED SCARCITY DAN ATTITUDE TOWARD NEGATIVE E-WOM TERHADAP PANIC BUYING PRODUK PREVENTIF COVID-19 DI JABODETABEK DENGAN CONSUMER ANXIETY SEBAGAI MEDIASI

RATNA ASIH, . (2023) PENGARUH PERCEIVED SCARCITY DAN ATTITUDE TOWARD NEGATIVE E-WOM TERHADAP PANIC BUYING PRODUK PREVENTIF COVID-19 DI JABODETABEK DENGAN CONSUMER ANXIETY SEBAGAI MEDIASI. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perceived scarcity terhadap panic buying, pengaruh attitude toward negative e-WOM terhadap panic buying, pengaruh consumer anxiety terhadap panic buying, pengaruh perceived scarcity terhadap consumer anxiety, dan pengaruh terhadap perceived scarcity terhadap panic buying dengan consumer anxiety sebagai mediasi pada COVID-19 prevention products di Jabodetabek. Pengumpulan data dalam penelitian ini menggunakan metode kuantitatif survey dengan instrumen penelitian pada kueisoner. Pengambilan sampel menggunakan teknik purposive sampling. Sampel penelitian sebanyak 202 responden dengan kriteria berdomisili di Jabodetabek, usia minimal 17 tahun, dan pernah melakukan pembelian produk preventif COVID-19. Analisis data penelitian menggunakan IBM SPSS 25 dan AMOS 24. Hasil penelitian menunjukkan bahwa perceived scarcity, attitude toward negative e-WOM , dan consumer anxiety berpengaruh positif dan signifikan terhadap panic buying. Perceived scarcity memiliki pengaruh yang signifikan terhadap consumer anxiety. Begitupun, consumer anxiety yang memediasi pengaruh perceived scarcity terhadap panic buying. Pada penelitian selanjutnya dapat dikembangkan pada cakupan jenis produk panic buying yang berbeda dan cakupan variabel yang berbeda seperti variabel harga, penularan sosial, intervensi pemerintah, paparan media serta aspek variabel psikologis lainnya seperti variabel ketidakpastian, dan ancaman yang dirasakan. Kata Kunci: Panic Buying, Perceived Scarcity, Attitude toward Negative e�WOM, Consumer Anxiety, COVID-19 *** This study aims to determine the effect of perceived scarcity on panic buying, the effect of attitude toward negative e-WOM on panic buying, the effect of consumer anxiety on panic buying, the effect of perceived scarcity on consumer anxiety, and the effect of perceived scarcity on panic buying with consumer anxiety as mediation on COVID-19 prevention products in Jabodetabek. Data collection in this study used a quantitative survey method with a research instrument on a questionnaire. Sampling using a purposive sampling technique. The research sample was 202 respondents with the criteria that they live in Jabodetabek, are at least 17 years old, and have purchased COVID-19 preventive products. The results showed that perceived scarcity, attitude toward negative e-WOM, and consumer anxiety have a positive and significant effect on panic buying. Perceived scarcity has a significant effect on consumer anxiety. Likewise, consumer anxiety mediates the effect of perceived scarcity on panic buying. Future research can be developed on the coverage of different types of panic buying products and coverage of different variables such as price variables, social contagion, government intervention, media exposure, and other aspects of psychological variables such as uncertainty variables, and perceived threats. Keywords: Panic Buying, Perceived Scarcity, Attitude toward Negative e-WOM, Consumer Anxiety, COVID-19

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE., M.Si., Ph.D, ; 2). Terrylina Arvinta Monoarfa, SE., MM.
Subjects:	Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 20439 not found.
Date Deposited:	12 Sep 2023 01:07
Last Modified:	12 Sep 2023 01:07
URI:	http://repository.unj.ac.id/id/eprint/42038

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