PENGARUH KELANGKAAN DAN DESAIN PRODUK  TERHADAP KEPUTUSAN PEMBELIAN DENGAN FEAR  OF MISSING OUT (FOMO) SEBAGAI VARIABEL MEDIASI  PADA MYKIKSTORE JEPARA

Afrina Syahla Isti  Rahayu; Mohamad Rifqy  Roosdhani

doi:10.47329/jurnalmbe.v12i2.1883

Authors

Afrina Syahla Isti Rahayu Universitas Islam Nahdlatul Ulama Jepara
Mohamad Rifqy Roosdhani Universitas Islam Nahdlatul Ulama Jepara

DOI:

https://doi.org/10.47329/jurnalmbe.v12i2.1883

Keywords:

scarcity, product design, fomo, mykikstore jepara

Abstract

This study aims to analyze the effects of scarcity and product design on purchase decisions with Fear of Missing Out (FOMO) as a mediating variable among Mykikstore Jepara consumers. A quantitative approach with a correlational design was employed. The sample consisted of 250 Mykikstore Jepara consumers selected using purposive sampling. Data were collected through a questionnaire using a 1–10 Likert scale and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that scarcity and product design have positive and significant effects on FOMO. Product design and FOMO also have positive and significant effects on purchase decisions, while scarcity has no significant direct effect on purchase decisions. Furthermore, FOMO significantly mediates the effects of both scarcity and product design on purchase decisions. These findings support the Stimulus–Organism–Response (SOR) Theory, which explains that marketing stimuli can influence consumers’ psychological states before generating behavioral responses. Practically, Mykikstore should enhance product design attractiveness and implement scarcity strategies proportionally to stimulate FOMO and encourage purchase decisions.

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