PENGARUH SCARCITY MESSAGE DAN ECONOMIC BENEFITS TERHADAP AROUSAL SERTA DAMPAKNYA TERHADAP IMPULSIVE BUYING PRODUK FASHION PADA TIKTOK LIVE STREAMING

Abstract

This study aims to examine the effects of Scarcity message and Economic benefits on Arousal and their impact on Impulsive buying in the context of fashion products purchased through TikTok live streaming. This study employed a quantitative approach using a purposive sampling technique. Data were collected from 249 respondents who had purchased fashion products through TikTok live streaming at least three times within the last three months. The data were analyzed using Structural Equation Modeling (SEM) with AMOS 29. The results indicate that Scarcity message and Economic benefits have a positive effect on Arousal. Economic benefits also have a positive effect on Impulsive buying, whereas Scarcity message does not have a direct effect on Impulsive buying. In addition, Arousal has a positive effect on Impulsive buying and fully mediates the relationship between Scarcity message and Impulsive buying, while partially mediating the relationship between Economic benefits and Impulsive buying. These findings suggest that Economic benefits play a stronger role in encouraging Impulsive buying, whereas the effectiveness of Scarcity message depends on its ability to evoke consumers' emotional responses, particularly Arousal, during live streaming sessions. Penelitian ini bertujuan untuk menganalisis pengaruh Scarcity message dan Economic benefits terhadap Arousal serta dampaknya terhadap Impulsive buying pada produk fashion melalui TikTok live streaming. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling. Data diperoleh dari 249 responden yang pernah membeli produk fashion melalui TikTok live streaming minimal tiga kali dalam tiga bulan terakhir. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan AMOS 29. Hasil penelitian menunjukkan bahwa scarcity message dan economic benefits berpengaruh positif terhadap arousal. Economic benefits juga terbukti berpengaruh positif terhadap impulsive buying, sedangkan scarcity message tidak berpengaruh secara langsung terhadap impulsive buying. Selain itu, arousal berpengaruh positif terhadap impulsive buying serta mampu memediasi pengaruh scarcity message terhadap impulsive buying secara penuh (full mediation) dan memediasi pengaruh economic benefits terhadap impulsive buying secara parsial (partial mediation). Temuan ini menunjukkan bahwa economic benefits menjadi faktor yang lebih kuat dalam mendorong impulsive buying, sementara efektivitas scarcity message bergantung pada kemampuannya membangkitkan respons emosional konsumen seperti arousal selama mengikuti sesi live streaming.