Peran Emosi dan FOMO Dalam memediasi Limited Time Offer terhadap Keputusan Pembelian
Abstract
Industri kosmetik terus tumbuh dan persaingan di dalamnya semakin sulit diabaikan. Setiap merek berlomba mempertahankan pangsa pasarnya, dan strategi promosi menjadi salah satu senjata utama yang terus diasah. Di antara berbagai pendekatan yang ada, promosi limited time offer adalah yang paling sering dipilih pemasar untuk mendorong konsumen segera mengambil keputusan pembelian. Strategi ini secara sengaja dirancang untuk memicu respons psikologis konsumen, khususnya dalam bentuk peningkatan gairah emosi dan munculnya perasaan fear of missing out. Penelitian ini menguji peran emosi dan fear of missing out sebagai mediator dalam hubungan antara promosi limited time offer dan keputusan pembelian produk kecantikan di kalangan konsumen muda Kota Bandung. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan structural equation modeling, yang memungkinkan pengujian validitas alat ukur dan hipotesis dilakukan dalam satu kerangka analisis yang terintegrasi. Hasil menunjukkan bahwa limited time offer berpengaruh positif dan signifikan secara langsung terhadap emosi, fear of missing out, sekaligus keputusan pembelian. Di sisi lain, emosi dan fear of missing out tidak terbukti berpengaruh signifikan terhadap keputusan pembelian ketika diposisikan sebagai mediator. Temuan ini mengindikasikan bahwa limited time offer bekerja langsung pada keputusan pembelian, emosi dan fear of missing out ikut terstimulasi, tapi tidak menjadi jembatan yang menghubungkan keduanya. Kesimpulan akhir menegaskan bahwa konsumen masa kini memiliki mekanisme kontrol diri yang sangat rasional pada tahap akhir transaksi. Pembelian murni didasarkan pada penilaian logis atas keuntungan ekonomis dari promosi, bukan karena desakan emosional semata.
Keywords:
Limited Time Offer, Keputusan Pembelian, Emosi, Fear of Missing Out, Skintific, Bandung.
References
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Meisy, M. (2025). The Effect of Time Pressure on Impulsive Buying in E-Commerce in Indonesia: The Mediating Role of Emotions. Jurnal Pendidikan Tambusai, 9(2), 22472–22483. https://doi.org/10.31004/jptam.v9i2.30185
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Rachmania, V., Ramadhan, M. I., & Fatimah, S. E. (2025). The Impact of Scarcity and Flash Sale Techniques on Impulse Buying of Cosmetics. Journal of Management and Entrepreneurship Research, 6(2), 113–123. https://doi.org/10.34001/jmer.2025.6.06.2-64
Rosiqin, K., & Pambudi, B. S. (2025). The Influence of Scarcity Marketing, Urgency Marketing, and Interactivity in Live Streaming on Impulive Buying through Fear of Missing Out (FOMO) as a Mediating Variable in TikTok Live Shopping Consumers. YUME : Journal of Management, 8(1), 594–608. https://doi.org/10.37531/yum.v8i1.8507
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Stavraki, G., Anninou, I., Pitardi, V., & Plakoyiannaki, E. (2025). Emotions and consumption experiences: An interplay of emotional states and consumer identity. European Journal of Marketing, 59(13), 240–271. https://doi.org/10.1108/EJM-02-2023-0129
Tedry, A. K., & Tulipa, D. (2025). PENGARUH SOCIAL PRESENCE DAN SCARCITY TERHADAP IMPULSE BUYING MELALUI EMOTION PADA LIVE STREAMING E-COMMERCE SHOPEE LIVE. Jurnal Manajemen Pemasaran, 19(1), 31–45. https://doi.org/10.9744/pemasaran.19.1.31-45
Truong Hong-Ngoc. (2025, Juli 28). Fear of missing out (FOMO) and impulsive buying on TikTok shop: A study using the stimulus-organism-response (SOR) model - Taylor’s FSLM Journals. https://fslmjournals.taylors.edu.my/fear-of-missing-out-fomo-and-impulsive-buying-on-tiktok-shop-a-study-using-the-stimulus-organism-response-sor-model/
Utama, N. F., Santosa, N. S., Honesta, J., Sonbai, J. S. Y., Koesnadi, V. L., Jonathan, E., Marcia, F. A., & Ningsih, R. Y. (2024). Pengaruh E-Commerce Terhadap Perilaku Impulsive Buying pada Generazi Z. Jurnal Manajemen Dan Pemasaran Digital, 2(3), 218–226. https://doi.org/10.38035/jmpd.v2i3.194
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Yulianti, R., & Saputra, S. (2025). Scarcity, Time Pressure, FOMO, dan Perceived Value Terhadap Perilaku Konsumen E-Commerce di Batam. Jurnal Manajemen Dan Bisnis Indonesia, 11(02), 366–381. https://doi.org/10.32528/jmbi.v12i02.4052
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The Impact of Scarcity on Consumers’ Impulse Buying Based on the S-O-R Theory. Frontiers in Psychology, 13, 792419. https://doi.org/10.3389/fpsyg.2022.792419
Zhou, T., & Li, S. (2025). Examining Consumer Impulsive Purchase Intention in Virtual AI Streaming: A S-O-R Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 204. https://doi.org/10.3390/jtaer20030204
Zusrony, E. (2021). PERILAKU KONSUMEN DI ERA MODERN. Penerbit Yayasan Prima Agus Teknik, 1–159.
Cahyani, L., Hidayat, R., & Marcelino, D. (2023). Strengthening Digital Capabilities and Entrepreneurship For SMEs in the Creative Economy Sector During a Pandemic. Jurnal Penyuluhan, 19(01), 93–103. https://doi.org/10.25015/19202342367
de Bruijn, E.-J., & Antonides, G. (2022). Poverty and economic decision making: A review of scarcity theory. Theory and Decision, 92(1), 5–37. https://doi.org/10.1007/s11238-021-09802-7
Hafidh Fauzi, D. (2021). DETERMINASI KEPUTUSAN PEMBELIAN DAN PEMBELIAN ULANG (LITERATURE REVIEW MANAJEMEN PEMASARAN). Jurnal Ilmu Manajemen Terapan, 2(6), 790–800. https://doi.org/10.31933/jimt.v2i6.645
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Hasan, M. F. (2020). PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA HARIAN UMUM PIKIRAN RAKYAT DI KOTA BANDUNG TAHUN 2020). Universitas Telkom. https://repositori.telkomuniversity.ac.id/home/catalog/id/162216/slug/pengaruh-bauran-pemasaran-terhadap-keputusan-pembelian-studi-kasus-pada-harian-umum-pikiran-rakyat-di-kota-bandung-tahun-2020-.html
Hidayat, R., Rahayu, A., Adib, M., & Cahyani, L. (2024). Understanding Digital Content Marketing on Purchase Intention Incitement: Online Store Platform. WSEAS TRANSACTIONS ON INFORMATION SCIENCE AND APPLICATIONS, 21, 538–546. https://doi.org/10.37394/23209.2024.21.50
Hidayat, R., Rahayu, A., Wibowo, L. A., Cahyani, L., & Mustikasari, A. (2024). Marketing Strategy: The Effect of Positioning and Advertising Effectiveness on Social Media to Purchase Decision. Dalam R. Hurriyati, L. A. Wibowo, S. Sulastri, & L. Lisnawati (Ed.), Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023) (Vol. 288, hlm. 776–787). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-443-3_103
Kaddouhah, M. (2024). An economic definition of ‘Fear of Missing Out’ (FOMO). Finance Research Letters, 63, 105344. https://doi.org/10.1016/j.frl.2024.105344
Maione, G., D’Arco, M., Troisi, O., & Hysa, X. (2025). From the kitchen to the feed: How internal and external influencers shape consumer behavior in restaurant marketing. British Food Journal, 1–22. https://doi.org/10.1108/BFJ-04-2025-0500
Martaleni, M., Hendrasto, F., Hidayat, N., Dzikri, A. A., & Yasa, N. N. K. (2022). Flash sale and online impulse buying: Mediation effect of emotions. Innovative Marketing, 18(2), 49–59. https://doi.org/10.21511/im.18(2).2022.05
Meisy, M. (2025). The Effect of Time Pressure on Impulsive Buying in E-Commerce in Indonesia: The Mediating Role of Emotions. Jurnal Pendidikan Tambusai, 9(2), 22472–22483. https://doi.org/10.31004/jptam.v9i2.30185
Nawari, N. (2025). ANALISIS LIMITED-TIME OFFERS, GAMIFIKASI, DAN SOCIAL PROOF MEMICU KEPUTUSAN BELANJA IMPULSIF. HUMANIS: Jurnal Ilmu-Ilmu Sosial Dan Humaniora, 17(2), 176–183. https://doi.org/10.52166/humanis.v17i2.10147
Putri, P. M., & Marlien, R. A. (2022). Pengaruh Digital Marketing terhadap Keputusan Pembelian Online. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 25–36. https://doi.org/10.36778/jesya.v5i1.510
Rachmadhani, S. D., Sari, D. R. P., & Yunarti, Y. (2026). PENGARUH LIMITED TIME DAN LIMITED QUANTITY TERHADAP IMPULSE BUYING DENGAN AROUSAL SEBAGAI VARIABEL INTERVENING. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 603–624. https://doi.org/10.31955/mea.v10i1.6878
Rachmania, V., Ramadhan, M. I., & Fatimah, S. E. (2025). The Impact of Scarcity and Flash Sale Techniques on Impulse Buying of Cosmetics. Journal of Management and Entrepreneurship Research, 6(2), 113–123. https://doi.org/10.34001/jmer.2025.6.06.2-64
Rosiqin, K., & Pambudi, B. S. (2025). The Influence of Scarcity Marketing, Urgency Marketing, and Interactivity in Live Streaming on Impulive Buying through Fear of Missing Out (FOMO) as a Mediating Variable in TikTok Live Shopping Consumers. YUME : Journal of Management, 8(1), 594–608. https://doi.org/10.37531/yum.v8i1.8507
Silalahi, F., & Chaniago, H. (2021). Analysis of Changes in Shopee’s E-Commerce Consumer Behavior During the Covid 19 Pandemic in Bandung City. International Journal Administration, Business & Organization, 2(1), 79–88. https://doi.org/10.61242/ijabo.21.161
Stavraki, G., Anninou, I., Pitardi, V., & Plakoyiannaki, E. (2025). Emotions and consumption experiences: An interplay of emotional states and consumer identity. European Journal of Marketing, 59(13), 240–271. https://doi.org/10.1108/EJM-02-2023-0129
Tedry, A. K., & Tulipa, D. (2025). PENGARUH SOCIAL PRESENCE DAN SCARCITY TERHADAP IMPULSE BUYING MELALUI EMOTION PADA LIVE STREAMING E-COMMERCE SHOPEE LIVE. Jurnal Manajemen Pemasaran, 19(1), 31–45. https://doi.org/10.9744/pemasaran.19.1.31-45
Truong Hong-Ngoc. (2025, Juli 28). Fear of missing out (FOMO) and impulsive buying on TikTok shop: A study using the stimulus-organism-response (SOR) model - Taylor’s FSLM Journals. https://fslmjournals.taylors.edu.my/fear-of-missing-out-fomo-and-impulsive-buying-on-tiktok-shop-a-study-using-the-stimulus-organism-response-sor-model/
Utama, N. F., Santosa, N. S., Honesta, J., Sonbai, J. S. Y., Koesnadi, V. L., Jonathan, E., Marcia, F. A., & Ningsih, R. Y. (2024). Pengaruh E-Commerce Terhadap Perilaku Impulsive Buying pada Generazi Z. Jurnal Manajemen Dan Pemasaran Digital, 2(3), 218–226. https://doi.org/10.38035/jmpd.v2i3.194
Van Der Veer, A., Madern, T., & Van Lenthe, F. J. (2024). Tunneling, cognitive load and time orientation and their relations with dietary behavior of people experiencing financial scarcity – an AI-assisted scoping review elaborating on scarcity theory. International Journal of Behavioral Nutrition and Physical Activity, 21(1), 26. https://doi.org/10.1186/s12966-024-01576-9
Wandira, L. (2024, Desember 18). Industri Kecantikan Diproyeksikan Tumbuh 4,86% Per Tahun Hingga 2029. kontan.co.id. https://industri.kontan.co.id/news/industri-kecantikan-diproyeksikan-tumbuh-486-per-tahun-hingga-2029
Weaver, K., Pacchia, M. L., & Hudson, S. (2024). The beauty boom and beyond: Can the industry maintain its growth? (Consumer Packaged Goods Practice, hlm. 1–8). McKinsey & Company.
Yulianti, R., & Saputra, S. (2025). Scarcity, Time Pressure, FOMO, dan Perceived Value Terhadap Perilaku Konsumen E-Commerce di Batam. Jurnal Manajemen Dan Bisnis Indonesia, 11(02), 366–381. https://doi.org/10.32528/jmbi.v12i02.4052
Zhang, J., Jiang, N., Turner, J. J., & Pahlevan-Sharif, S. (2022). The Impact of Scarcity on Consumers’ Impulse Buying Based on the S-O-R Theory. Frontiers in Psychology, 13, 792419. https://doi.org/10.3389/fpsyg.2022.792419
Zhou, T., & Li, S. (2025). Examining Consumer Impulsive Purchase Intention in Virtual AI Streaming: A S-O-R Perspective. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 204. https://doi.org/10.3390/jtaer20030204
Zusrony, E. (2021). PERILAKU KONSUMEN DI ERA MODERN. Penerbit Yayasan Prima Agus Teknik, 1–159.
Published
2026-05-28
How to Cite
Winardi, Y., Hidayat, R., & Cahyani, L. (2026). Peran Emosi dan FOMO Dalam memediasi Limited Time Offer terhadap Keputusan Pembelian. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 9(2). https://doi.org/https://doi.org/10.36778/jesya.v9i2.2781
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Articles
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