Syahba, Amalia Yuliana (2026) Pengaruh Flash Sale dan FOMO (Fear Of Missing Out) terhadap Impulse Buying (Studi Pada Mahasiswa UPN “Veteran” Jawa Timur Pengguna E-Commerce Shopee). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
The growth of e-commerce in Indonesia has been accompanied by changes in consumer shopping behavior, particularly among university students who actively use digital platforms. Shopee has become one of the widely used e-commerce platforms and offers various promotional strategies, including Flash sale, which provides discounts within a limited time and quantity. This strategy is also closely related to the psychological phenomenon of FOMO (Fear of Missing Out), which can create anxiety about missing valuable offers and encourage consumers to make unplanned purchases. This study aims to analyze the influence of Flash sale and FOMO (Fear of Missing Out), both simultaneously and partially, on impulse buying among students of UPN “Veteran” Jawa Timur who use the Shopee e-commerce platform. The research employs an associative quantitative approach using purposive sampling with 156 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS. The results show that Flash sale and FOMO have a positive and significant effect on Impulse Buying, both simultaneously and partially. These findings indicate that promotional strategies involving limited-time offers and psychological factors such as the fear of missing out play an important role in encouraging Impulse Buying behavior among students using Shopee.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Amalia Yuliana Syahba | ||||||||
| Date Deposited: | 31 Aug 2026 03:18 | ||||||||
| Last Modified: | 31 Aug 2026 03:18 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59276 |
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