FLASH SALES, HEDONIC SHOPPING VALUE, AND IMPULSIVE BUYING: THE MEDIATING ROLE OF FOMO AMONG SHOPEE USERS IN BATAM

Mhd Taufiq Raka Saputra, Tibrani Tibrani, Rona Tanjung, Surya Kusumah, Mohd Asmadi

Abstract


This study examines the influence of flash sales and hedonic shopping value on impulsive buying behavior, with Fear of Missing Out (FOMO) acting as a mediating variable among Shopee users in Batam City. Using a quantitative approach, data were collected from 200 respondents through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that both flash sales and hedonic shopping value significantly increase FOMO, which subsequently enhances impulsive buying behavior. Furthermore, flash sales and hedonic shopping value also have direct positive effects on impulsive buying, while their indirect effects through FOMO are stronger, highlighting the important mediating role of psychological factors in consumer decision-making. The model demonstrates moderate explanatory power, suggesting that impulsive buying in e-commerce is influenced by both promotional stimuli and emotional responses. These findings emphasize the effectiveness of integrating time-limited promotions with enjoyable shopping experiences to stimulate impulsive purchases. The study extends the Stimulus–Organism–Response (S-O-R) framework in social commerce and provides practical implications for designing more persuasive promotional strategies.
Keywords : Flash sale, Hedonic Shopping Value, Impulsive Buying Behavior, Fear of Missing Out (FOMO)

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DOI: https://doi.org/10.31846/jae.v14i2.1091

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