Bagaimana Pengaruh Scarcity Promotion Terhadap Online Impulse Purchasing
Abstract views: 1105 | PDF (Bahasa Indonesia) downloads: 1418
Abstract
Change during pandemic has an impact on economic activities where the community has to turn to the online buying and selling system. Various marketing methods are carried out by several e-commerce companies, one of them by giving various promos. This study aimed to know the effect of the limited time scarcity (LTS) factor and the limit quantity scarcity (LQS) factor on online impulsive purchases. This study used factorial experimental 2x2. We obtained quantitative data from scales that we used and qualitative data from an open questionnaire. The Limited Scarcity Manipulation measuring instrument was used with a total of 47 female respondents, ages 18-34 years who were domiciled in Surabaya or Bali. Based on the open questionnaire, most of the participants have knowledge about Somethinc. product. The results of this study indicate that limited time scarcity (LTS) and limited quantity scarcity (LQS) have not significantly predicted impulsive purchasing. Impulsive purchasing was mostly done by the LTS only group and the LQS only group.
References
Adam, M., Krämer, J., dan Müller, M. (2015). Auction fever! How time pressure and social competition affect bidders’ arousal and bids in retail auctions. Journal of Retailing. 91(3), 468-485. https://doi.org/10.1016/j.jretai.2015.01.003
Aldita, N. (2019). Shopee catatkan penjualan Rp1,3 triliun di 12.12 tahun 2019. Retrieved from https://teknologi.bisnis.com/read/20191214/266/1181410/shopee-catatkan-penjualan-rp13-triliun-di-12.12-tahun-2019. Diakses tanggal 8 November 2020.
Anggraini, F. D., Kholipah, N., luvita, F. A., & Arifin, Z. (2020). Pengaruh penggunaan internet terhadap bisnis online di Kediri pada masa Pandemi Covid-19. Seminar Nasional Manajemen, Ekonomi dan Akuntasi, 5(1), 260-264. https://proceeding.unpkediri.ac.id/index.php/senmea/article/view/257/221
Chan, T., Cheung, C. and Lee, Z. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217. https://doi.org/10.1016/j.im.2016.06.001
Guo, J., Xin, L., & Wu, Y. (2017). Arousal or not? The effects of scarcity messages on online impulsive purchase. HCI in Business, Government and Organizations. Supporting Business, 29–40. doi:10.1007/978-3-319-58484-3_3
Jang, E., Ko, Y. J., Morris, J. D., & Chan, Y. (2015). Scarcity message effects on consumption behavior: Limited edition product considerations. Psychology & Marketing, 32(10), 989-1001. DOI: 10.1002/mar.20836
Jayani, D. H. (2020). Produk terlaris belanja online selama pandemi. Retrieved from https://databoks.katadata.co.id/datapublish/2020/07/03/produk-terlaris-belanja-online-selama-pandemi
Koch, O. F. (2015). Promotional tactics for online viral marketing campaigns: how scarcity and personalization affect seed stage referrals. Journal of Interactive Marketing, 32, 37-52. https://doi.org/10.1016/j.intmar.2015.09.005
Lee, H. (2018). Intrinsic and extrinsic motivations affecting impulse-buying tendency in mobile shopping. Social Behavior and Personality: an international journal, 46(4), 683-694. https://doi.org/10.2224/sbp.6693
Liang, Y.P. (2012). The relationship between consumer product involvement, product knowledge and impulsive buying behavior. Procedia - Social and Behavioral Sciences, 57, 325 – 330. https://doi.org/10.1016/j.sbspro.2012.09.1193
Malhotra, D. (2010). The desire to win: The effects of competitive arousal on motivation and behavior. Organizational Behavior and Human Decision Processes, 111(2),139-146. https://doi.org/10.1016/j.obhdp.2009.11.005
Syahidah, R. A. (2021). Pengaruh viral marketing dan digital marketing terhadap kepercayaan konsumen dan keputusan pembelian pada produk skincare lokal di masa pandemi Covid 19. Humanies, 1(2), 827-837. http://openjournal.unpam.ac.id/index.php/SNH/article/view/11876
Wu, I., Chen, K. and Chiu, M. (2016). Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users. International Journal of Information Management, 36(3), 284-296. https://doi.org/10.1016/j.ijinfomgt.2015.11.015
Wu, Y., Xin, L., Li, D., Yu, J. and Guo, J. (2020). How does scarcity promotion lead to impulse purchase in the online market? A field experiment. Information & Management, 58(1), 103283. https://doi.org/10.1016/j.im.2020.103283
Yunianto, T. K. (2019). Transaksi Shopee & Lazada melonjak drastis pada Pesta Diskon 11.11. Retrieved from https://katadata.co.id/happyfajrian/digital/5e9a4c5695baa/transaksi-shopee-lazada-melonjak-drastis-pada-pesta-diskon-1111.
