Dinamika Psikologis Scarcity Message Terhadap Perilaku Impulsive Buying: Peran Mediasi Perceived Value Pada Ekosistem Livestreaming Commerce Shopee Indonesia
Keywords:
scarcity message, Perceived Value, SOR, Impulsive BuyingAbstract
Penelitian ini bertujuan untuk menginvestigasi mekanisme psikologis yang mendasari perilaku pembelian impulsif dalam fenomena livestreaming commerce. Mengintegrasikan kerangka teori Stimulus-Organism-Response (S-O-R) dan Commodity Theory, penelitian ini menguji pengaruh scarcity message (Stimulus) terhadap impulsive buying (Response) melalui mediasi perceived value (Organism). Melalui pendekatan kuantitatif dengan sampel 100 responden pengguna Shopee Live, data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Temuan empiris menunjukkan bahwa scarcity message memiliki pengaruh positif dan signifikan terhadap perceived value (β = 0.643) dan impulsive buying (β= 0.290). Namun, peran mediasi perceived value ditemukan relatif lemah (β= 0.162), yang mengindikasikan adanya pergeseran mekanisme kognitif dari pemrosesan sistematis menuju pemrosesan heuristik akibat tekanan waktu dan kelangkaan yang masif pada lingkungan livestreaming.
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