SALES PROMOTION, VISUAL MERCHANDISING, AND FOMO ON SHOPEE USERS IMPULSE BUYING: THE INTERVENING ROLE OF HEDONIC SHOPPING MOTIVATION

Resa Juniari; Rois Arifin; Nanik Wahyuningtyas

doi:10.33474/jimmu.v11i1.24587

Authors

Resa Juniari Universitas Islam Malang
Rois Arifin Universitas Islam Malang
Nanik Wahyuningtyas Universitas Islam Malang

DOI:

https://doi.org/10.33474/jimmu.v11i1.24587

Keywords:

Employee value proposition, Job Satisfaction, Employee Retention, Generation Z, Public Sector

Abstract

The rapid growth of e-commerce, particularly through the Shopee platform, has encouraged the emergence of impulse buying behavior influenced by both external and internal consumer factors, such as sales promotions, visual merchandising, and Fear of Missing Out (FoMO). This issue is important to examine because it shapes the shopping behavior of students in Lowokwaru District, Malang, who are active participants in online transactions. This study aimed to analyze the effects of sales promotions, visual merchandising, and FoMO on impulse buying and hedonic shopping motivation, including the mediating role of hedonic shopping motivation in these relationships. Using a quantitative survey method, data were collected through questionnaires distributed to 100 active Shopee users in Lowokwaru District and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). FoMO shows the strongest and most dominant influence on both impulse buying and hedonic shopping motivation. Nevertheless, similar to the other variables, hedonic shopping motivation does not significantly mediate the relationship bet ween FoMO and impulse buying. Overall, the study confirms that external stimuli play a more dominant role in shaping impulsive buying behavior than internal motivational factors. Practically, these findings suggest that Shopee marketing strategies should prioritize creating urgency-driven campaigns and social-driven promotional cues that trigger consumers’ Fear of Missing Out to effectively stimulate impulse purchases.

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