SCARCITY AS A MODERATOR OF DOUBLE DATE CAMPAIGNS AND FOMO ON PURCHASE INTENTION AMONG GEN Z SHOPEE USERS IN MALANG

Authors

  • Adinda Rizqy Amelia UIN Maulana Malik Ibrahim Malang
  • Fani Firmansyah UIN Maulana Malik Ibrahim Malang

DOI:

https://doi.org/10.31959/jm.v14i2.3006

Abstract

Introduction: This study explores how scarcity enhances the influence of double date campaigns and Fear of Missing Out (FOMO) on purchase intention among Generation Z Shopee users in Malang.

Method: Employing a quantitative explanatory design with 155 respondents aged 18–28, an online survey was used to gather the data, and Partial Least Squares (PLS) was used for analysis via SmartPLS 4.0.

Results: The results show that double date campaigns, FOMO, and scarcity significantly influence purchase intention. Furthermore, scarcity strengthens the effect of double date campaigns on purchase intention, but does not considerably reduce the association between purchase intention and FOMO. These results highlight the importance of combining time-limited promotions with psychological urgency strategies to optimize consumer responses in e-commerce marketing.

Keywords: Double Date Campaign, Fear Of Missing Out, Generation Z, Purchase Intention, Scarcity

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Published

2025-06-10

Issue

Vol. 14 No. 2 (2025)

Section

Articles

License

Copyright (c) 2025 Adinda Rizqy Amelia, Fani Firmansyah

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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