Pengaruh Flash Sale Terhadap Impulse Buying Melalui Fear Of Missing Out(FOMO) Sebagai Variabel Mediasi Pada Generasi Z Sebagai Pengguna FiturShopee Live
Abstract
The rapid growth of e-commerce has encouraged companies to continuously refine their digital marketing strategies in order to capture consumers’ attention. One widely adopted strategy in today’s e-commerce landscape is the flash sale, which refers to special price offers available only for a limited time and in limited quantities. The effectiveness of this strategy has been further strengthened by the emergence of live streaming commerce features, such as Shopee Live, which enable real-time interaction between sellers and consumers. For Generation Z, the characteristics of flash sales are likely to trigger FOMO,, a psychological response that can stimulate unplanned or impulsive purchasing behavior. Therefore, it is essential to examine the mechanism through which flash sales influence impulse buying by considering the mediating role of FOMO. This study aims to analyze the effect of flash sales on impulse buying through FOMO among Generation Z users of the Shopee Live feature using a quantitative research approach. The sample consisted of 390 respondents selected through purposive sampling. Data analysis was conducted using Partial Least Squares– Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings reveal that flash sales have a positive and significant effect on both impulse buying and FOMO. Moreover, FOMO is confirmed to act as a partial mediator in the relationship between flash sales and impulse buying. These results highlight that FOMO functions as a key psychological mechanism linking time- and quantity-based promotional strategies, such as flash sales, to impulse buying among Generation Z consumers. Keywords: Flash Sale, Impulse Buying, Fear Of Missing Out
References
Abdillah, F., Wafiq Azizah, A., Avrilia, C., Fauzan, F., Jauhara, S., & Safitri, N. (2025). The Effect of Flash Sale, Shopee Live, and Twin Date Promo on Shopee Users’ Impulse Buying Behavior. Retrieved from https://proceeding.unesa.ac.id/index.php/iconbit/article/view/4907
Amini, A., Musnaini, M., & Hendriyaldi, H. (2025). Pengaruh Fear Of Missing Out dan Flash Sale Terhadap Pembelian Impulsif Pada Pengguna Shopee : Studi Kasus Pada Mahasiswa Universitas Jambi. Jurnal Rimba Riset Ilmu Manajemen Bisnis dan Akuntansi, 3(3), 76–89. https://doi.org/10.61132/rimba.v3i3.1985
Andriyana, S. A., & Saptono, A. (2023). The Effect of Flash Sale on Purchasing Decisions: A Theoretical Approach. https://doi.org/10.21009/ISC-BEAM.011.46
Asyifa, H. A. ., Hidayah, K. ., & Haryanto, H. C. . (2024). Pengaruh Fear Of Missing Out (Fomo) terhadap Pembelian Implusif Online Food Delivery pada Generasi Z. Jurnal Consulenza : Jurnal Bimbingan Konseling Dan Psikologi, 7(2), 44–56. Retrieved from https://ejurnal.uij.ac.id/index.php/CONS/article/view/2982
Chandraa, M., Sukmaningsih, D. W., & Sriwardiningsih, E. (2024). The Impact of Live Streaming On Purchase Intention In Social Commerce In Indonesia. Procedia Computer Science, 234, 987–995. https://doi.org/10.1016/j.procs.2024.03.088
Elhai, J. D., Casale, S., & Montag, C. (2025). Worry and fear of missing out are associated with problematic smartphone and social media use severity. Journal of Affective Disorders, 379, 258–265. https://doi.org/10.1016/j.jad.2025.03.062
Girsang, V. I., & Puspita, M. D. (2024). Fenomena Doom Spending, Psikolog: Belanja Impulsif karena Stres Akibat Beban Ekonomi. Retrieved fromhttps://www.tempo.co/ekonomi/fenomena-doom-spending-psikolog-belanja-impulsif-karena-stres-akibat-beban-ekonomi-4237
Hartono, S. D., & Ingriana, A. (2025). Impulsive Buying Due To Flash Sales: A Marketing Strategy Or A Psychological Trigger? (Vol. 2, Issue 1). Retrieved from https://journal.dinamikapublika.id/index.php/IJEBS/article/view/108
Hermansah, T. (2025). Generasi Tanpa Tabungan. Retrieved from https://www.kompas.com/tren/read/2025/07/30/104015665/generasi-tanpa-tabungan?page=all
Hu, M., & Chaudhry, S. S. (2020). Enhancing consumer engagement in e-commerce live streaming via relational bonds. Internet Research, 30(3), 1019–1041.https://doi.org/10.1108/INTR-03-2019-0082
Kristin, E. (2025). Generasi Tanpa Tabungan: Fenomena Finansial Anak Muda Zaman Now! Retrieved from https://indodax.com/academy/generasi-tanpa-tabungan
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse buying during flash sales in the online marketplace. Cogent Business and Management, 9(1). https://doi.org/10.1080/23311975.2022.2068402
Liu, X., Zhou, Y. W., Shen, Y., Ge, C., & Jiang, J. (2021). Zooming in the impacts of merchants’ participation in transformation from online flash sale to mixed sale e-commerce platform. Information and Management, 58(2). https://doi.org/10.1016/j.im.2020.103409
Lu, Y., He, Y., & Ke, Y. (2023). The influence of e-commerce live streaming affordance on consumer’s gift-giving and purchase intention. Data Science and Management, 6(1), 13–20. https://doi.org/10.1016/j.dsm.2022.10.002
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland), 12(6). https://doi.org/10.3390/info12060241
Maggon, M. (2025). I do not think before I leap (buy)! Impulse buying: An integrative review and future research directions. In Acta Psychologica (Vol. 254). Elsevier B.V. https://doi.org/10.1016/j.actpsy.2025.104822
Muhamad, F. L., Muna, A., Ausat, A., & Azzaakiyyah, H. K. (2025). Eksplorasi Peran FOMO (Fear of Missing Out) sebagai Pemicu Utama dalam Dinamika Perilaku Konsumen terhadap Strategi Penawaran Flash Sale di Era Digital (Vol. 4, Issue 2). Retrieved from https://ulilalbabinstitute.id/index.php/PESHUM/article/view/7486
Octaviana, R. A., Komariah, K., Mulia, F., & Sukabumi, U. M. (2022). Analysis Shopping Lifestyle, Hedonic Shopping Motivation And Flash Sale On Online Impulse Buying Analisis Shopping Lifestyle, Hedonic Shopping Motivation Dan Flash Sale Terhadap Online Impulse Buying. In Management Studies and Entrepreneurship Journal (Vol. 3, Issue 4). http://journal.yrpipku.com/index.php/msej
Pangastuti , N. R. D., Kusumaningtyas, D. (2025). Pengaruh Fomo (Fear Of Missing Out), Flash Sale, Live Stream Shopping Terhadap Impulsive Buying Pada Konsumen Lip Produk Di Tiktok Shop. Jurnal Ekonomi dan Pendidikan. 22, 2 (Nov. 2025), 33–44. https://doi.org/10.21831/jep.v22i2.91677
Putri, A. R., Puspitasari, I., & Runanto, D. (2025). Peran Fear Of Missing Out (Fomo) Memediasi Pengaruh Promo Twin Date Event Dan Scarcity Message Terhadap Impulse Buying (Studi Pada Generasi Z Pengguna Aplikasi Shopee Di Kabupaten Purworejo). In Syntax Literate (Vol. 10, Issue 6). https://doi.org/10.36418/syntax-literate.v10i6.60372
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
Ramdani, A. Z. L., Sulhaini, S., & Handayani, B. (2024). The Influence of Electronic Word of Mouth and Hedonic Shopping Motivation on Impulse Buying with Fear of Missing Out as a Moderating Variable. Path of Science, 10(1), 3015–3024. https://doi.org/10.22178/pos.100-27
Rinonce, E. M., Jannah, M., Amelia, R., Anggun, Z., & Prasetyo, R. (2025). Fear of Missing Out Fuels Impulsive Buying Behavior in Gen Z Rasa Takut Ketinggalan Mendorong Perilaku Pembelian Impulsif pada Gen Z. Psikologia : Jurnal Psikologi, 10(1). https://doi.org/10.21070/psikologia.v10i1.1847
Ryoga, G. K. I., Gede, S., Ni Nyoman Kerti, Y., & Ni Wayan, E. (2025). The Role Of Fear Of Missing Out In Mediating The Effect Of Scarcity And Hedonic Shopping Value On Impulsive Buying. Retrieved from https://rjoas.com/issue-2025-05/article_01.pdf
Saputra, G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442-452. https://doi.org/10.47065/ekuitas.v4i2.2353
Sun, B., Zhang, Y., & Zheng, L. (2023). Relationship between time pressure and consumers’ impulsive buying—Role of perceived value and emotions. Heliyon, 9(12). https://doi.org/10.1016/j.heliyon.2023.e23185
Tedjakusuma, A. P., Silalahi, A. D. K., Eunike, I. J., Phuong, D. T. T., & Riantama, D. (2025). The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce. Digital Business, 5(1). https://doi.org/10.1016/j.digbus.2025.100115
Vannisa, D., Fansuri, A., & Muchlis Ambon, I. (2020). The Effect Of Flash Sale Program On Shopping Enjoyment And Impulse Buying On Flash Sale On C2C E-Commerce. www.ijstr.org
Zhang, Z., Jiménez, F. R., & Cicala, J. E. (2020). Fear Of Missing Out Scale: A self-concept perspective. Psychology and Marketing, 37(11), 1619–1634. https://doi.org/10.1002/mar.21406
