Pembelian Impulsif Di Era Digital: Menyelidiki Dinamika Promosi Penjualan, Fomo, Dan Metode Pembayaran Digital Mahasiswa
DOI:
https://doi.org/10.37385/wn21pp81Keywords:
promosi penjualan, Fear of Missing Out (FOMO), metode pembayaran digital, impulse buying, mahasiswa.Abstract
Perkembangan teknologi digital telah mengubah perilaku konsumen dalam berbelanja, khususnya melalui kemudahan akses e-commerce dan metode pembayaran digital yang berpotensi meningkatkan perilaku pembelian impulsif. Penelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan, Fear of Missing Out (FOMO), dan metode pembayaran digital terhadap impulse buying pada mahasiswa pengguna platform belanja online. Penelitian menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada mahasiswa berusia 18–20 tahun yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa promosi penjualan tidak berpengaruh signifikan terhadap impulse buying, namun berpengaruh positif dan signifikan terhadap FOMO. Selanjutnya, FOMO terbukti berpengaruh positif dan signifikan terhadap metode pembayaran digital serta impulse buying. Sementara itu, metode pembayaran digital tidak berpengaruh signifikan terhadap impulse buying. Temuan penelitian menunjukkan bahwa FOMO merupakan faktor yang paling dominan dalam memengaruhi perilaku pembelian impulsif mahasiswa. Dengan demikian, perilaku impulse buying di era digital tidak hanya dipengaruhi oleh faktor pemasaran dan kemudahan transaksi, tetapi juga oleh faktor psikologis yang muncul akibat rasa takut tertinggal terhadap tren dan peluang yang sedang berkembang.
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