ANALISIS DAMPAK VISUAL APPEAL, SCARCITY MESSAGE, DAN FLASH SALE, TERHADAP FOMO, DAN IMPULSIVE BUYING PRODUK FASHION PADA LIVE STREAMING TIKTOK SHOP

DIVA FAHSYA ARDANA, . (2026) ANALISIS DAMPAK VISUAL APPEAL, SCARCITY MESSAGE, DAN FLASH SALE, TERHADAP FOMO, DAN IMPULSIVE BUYING PRODUK FASHION PADA LIVE STREAMING TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB 1.pdf Download (474kB)
	Text BAB 2.pdf Restricted to Repository staff only Download (697kB) | Request a copy
	Text BAB 3.pdf Restricted to Repository staff only Download (562kB) | Request a copy
	Text BAB 4.pdf Restricted to Repository staff only Download (1MB) | Request a copy
	Text BAB 5.pdf Restricted to Repository staff only Download (474kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (454kB)
	Text Lampiran dan Daftar Riwayat Hidup.pdf Restricted to Repository staff only Download (2MB) | Request a copy

Abstract

Penelitian ini menganalisis pengaruh Visual Appeal, Scarcity Message, dan Flash Sale terhadap Impulsive Buying dengan Fear of Missing Out (FoMO) sebagai variabel psikologis pada konsumen Generasi Z pengguna live streaming TikTok Shop di DKI Jakarta. Penelitian ini menggunakan teori Elaboration Likelihood Model (ELM) sebagai landasan teoritis untuk menjelaskan bagaimana konsumen memproses informasi pemasaran, seperti visual appeal, scarcity message, dan flash sale, melalui jalur pemrosesan tertentu yang pada akhirnya memengaruhi Fear of Missing Out (FoMO) dan impulsive buying. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling, sehingga diperoleh sampel sebanyak 175 responden yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan AMOS 23. Hasil penelitian menunjukkan bahwa scarcity message dan flash sale berpengaruh positif dan signifikan terhadap FoMO, sementara scarcity message dan FoMO berpengaruh positif dan signifikan terhadap impulsive buying. Namun, visual appeal tidak berpengaruh signifikan terhadap impulsive buying maupun FoMO, serta flash sale tidak berpengaruh signifikan secara langsung terhadap impulsive buying. / This study analyzes the effects of Visual Appeal, Scarcity Message, and Flash Sale on Impulsive Buying, with Fear of Missing Out (FoMO) as a psychological variable among Generation Z consumers who use TikTok Shop live streaming in DKI Jakarta. This study employs the Elaboration Likelihood Model (ELM) as its theoretical framework to explain how consumers process marketing information, such as visual appeal, scarcity messages, and flash sales, through specific information processing routes that ultimately influence Fear of Missing Out (FoMO) and impulsive buying. The study adopts a quantitative approach using a purposive sampling technique, resulting in a sample of 175 respondents who met the research criteria. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 23. The findings indicate that scarcity message and flash sale have a positive and significant effect on FoMO, while scarcity message and FoMO have a positive and significant effect on impulsive buying. However, visual appeal has no significant effect on either impulsive buying or FoMO, and flash sale has no direct significant effect on impulsive buying.

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Prof. Usep Suhud, Ph.D 2.)Ivan Putranto, S.Pd., M.Pd
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Diva Fahsya Ardana .
Date Deposited:	12 Aug 2026 04:19
Last Modified:	12 Aug 2026 04:19
URI:	http://repository.unj.ac.id/id/eprint/70258

Actions (login required)

View Item