PENGARUH LIMITED TIME DAN LIMITED QUANTITY TERHADAP IMPULSE BUYING DENGAN AROUSAL SEBAGAI VARIABEL INTERVENING
Abstract
Perkembangan teknologi digital mendorong pergeseran konsumsi menuju belanja online, di mana kemudahan transaksi dan fitur Flash Sale yang menekankan kelangkaan waktu maupun jumlah dapat memicu Arousal dan perilaku impulsif pada Generasi Z. Berdasarkan inkonsistensi temuan dan minimnya kajian di kota menengah, penelitian ini menganalisis pengaruh Limited Time dan Limited Quantity terhadap Impulse Buying melalui Arousal pada Generasi Z di Kota Metro. Metode yang digunakan adalah pendekatan kuantitatif melalui kuesioner Google Form dengan teknik purposive sampling. Populasi penelitian adalah Generasi Z berdomisili di Kota Metro, sementara jumlah sampel ditentukan menggunakan rumus Lemeshow dengan margin of error 10%, menghasilkan 96 responden dan dibulatkan menjadi 100. Analisis data menggunakan Structural Equation Modeling (SEM) dengan AMOS versi 28. Hasil penelitian menunjukkan bahwa Limited Quantity berpengaruh signifikan baik secara langsung maupun lewat peran mediasi Arousal. Sebaliknya, Limited Time tidak terbukti memengaruhi Arousal maupun Impulse Buying, baik secara langsung maupun tidak langsung. Temuan ini menegaskan bahwa kelangkaan jumlah lebih mampu memicu respons emosional dan keputusan impulsif konsumen
References
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Broeder, P., Wentink, E., Broeder, P., & Wentink, E. (2022). Limited-Time Scarcity And Competitive Arousal In Limited-Time Scarcity And Competitive Arousal In E-Commerce. The International Review Of Retail, Distribution And Consumer Research, 32(5), 549–567. Https://Doi.Org/10.1080/09593969.2022.2098360
Caruelle, D., Shams, P., Gustafsson, A., & Lervik-Olsen, L. (2024). Emotional Arousal In Customer Experience: A Dynamic View. Journal Of Business Research, 170, 114344. Https://Doi.Org/10.1016/J.Jbusres.2023.114344
Chen, T. Y., Yeh, T. L., & Wang, Y. J. (2020). The Drivers Of Desirability In Scarcity Marketing. Asia Pacific Journal Of Marketing And Logistics, 33(4), 924–944. Https://Doi.Org/10.1108/APJML-03-2020-0187
Cribbie, R. A. (2017). Multiplicity Control In Structural Equation Modeling Multiplicity Control In Structural Equation Modeling. June. Https://Doi.Org/10.1207/S15328007sem1401
Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal Of Retailing, 58(1), 34–57.
Fathia, N., & Vania, A. (2023). Impulsive Buying Behavior: Scarcity Impact Of Flash Sale Through Arousal As Mediating Variable. Jurnal Mantik, 7(3), 2685–4236. Https://Www.Iocscience.Org/Ejournal/Index.Php/Mantik
Ghifari, F. (2024). Pengaruh Limited Quantity Scarcity Dan Limited Time Scarcity Terhadap Impulse Buying Melalui Arousal Sebagai Variabel Intervening (Pada Flash Sale Shopee Generasi Z). FEB UIN JAKARTA, 183(2), 153–164. Https://Repository.Uinjkt.Ac.Id/Dspace/Handle/123456789/81017
Goetha, S., Niha, S. S., & Fallo, A. (2024). Scarcity And Live Commerce Effects On Impulse Buying : Competitive Arousal In Kupang E-Commerce. 9(1), 45–55.
Google. (2024). Country Spotlight: Indonesia. E-Conomy SEA, 1–14.
Hair, Jr, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). MULTIVARIATE DATA ANALYSIS Multivariate Data Analysis.
Heri, H. (2022). Positive Emotion As An Intervening Variable At Martin Store Pekanbaru Pengaruh Store Atmosphere Dan Sales Promotion Terhadap Impulse Buying Dengan Positive Emotion Sebagai Variabel Intervening Pada Martin Store Pekanbaru. 3(August), 2486–2497.
Hermawan, F. J., & Rafiah, K. K. (2025). PENGARUH STRATEGI SCARCITY MARKETING TERHADAP PERILAKU IMPULSIVE BUYING DENGAN COMPETITIVE AROUSAL SEBAGAI MEDIATOR ( STUDI KASUS LIVE STREAMING TIKTOK. 2(3), 4569–4580.
Junaidi. (2021). APLIKASI AMOS DAN STRUCTURAL EQUATION MODEL (SEM) (Harmita Sari (Ed.)). UPT Unhas Press Keanggotaan:
Karl, D., Asdecker, B., & Feddersen-Arden, C. (2022). The Impact Of Displaying Quantity Scarcity And Relative Discounts On Sales And Consumer Returns In Flash Sale E-Commerce. In Proceedings Of The Annual Hawaii International Conference On System Sciences (Vol. 2022–Janua, Pp. 4569–4578). Https://Doi.Org/10.24251/Hicss.2022.556
Khairunnisa, A., & Evanita, S. (2024). The Influence Of Limited-Time Scarcity , Advertising , And E-Wom On E-Impulse Buying Towards Virtual Items In Genshin Impact. 2(2), 773–784.
Ladeira, W., Gandolfi, P. E., Tana, W., Gonçalves, C. A., Bertarini, P. L. L., Santini, F. De O., Azhar, M., Amaral, L. R. Do, & Gomes, M. De S. (2024). Energetic And Tense Arousal As Drivers Of Willingness To Buy: Mediating Effects Of Visual Attention. International Journal Of Consumer Studies, 48(5). Https://Doi.Org/10.1111/Ijcs.13082
Lamis, S. F., Handayani, P. W., & Fitriani, W. R. (2022). Impulse Buying During Flash Sales In The Online Marketplace. Cogent Business And Management, 9(1). Https://Doi.Org/10.1080/23311975.2022.2068402
Limantoro, E. (2010). PENGARUH SHOPPING EMOTION DAN PERCEIVED RISK TERHADAP IMPULSE BUYING DENGAN BUYING IMPULSIVENESS TRAIT SEBAGAI MODERATOR KONSUMEN HARTONO ELEKTRONIKA SURABAYA. UNIVERSITAS KATOLIK WIDYA MANDALA.
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A Comprehensive Study On Factors Influencing Online Impulse Buying Behavior: Evidence From Shopee Video Platform. Heliyon, 10(15), E35743. Https://Doi.Org/10.1016/J.Heliyon.2024.E35743
Populix. (2023). Riset Populix: Tren Belanja Online Masyarakat Indonesia. Https://Info.Populix.Co/Articles/Tren-Belanja-Online-Masyarakat-Indonesia/
Rachmania, V., Ramadhan, M. I., & Fatimah, S. E. (2025). THE IMPACT OF SCARCITY AND FLASH SALE TECHNIQUES The Impact Of Scarcity And Flash Sale Techniques On Impulse Buying Of …. 06(2), 113–123.
ROBERT B. CIALDINI. (2009). The Psychology Of Persuasion. Universi.
Rook, D. W. (1987). The Buying Impulse. Journal Of Consumer Research, 14(2), 189. Https://Doi.Org/10.1086/209105
Sanders, M., Gugiu, P. C., & Enciso, P. (2015). How Good Are Our Measures Investigating The Appropriate Use Of Factor Analysis For Survey Instruments. 22–35.
Sekaran, U., & Bougie, R. (2016). Metode Penelitian Untuk Bisnis: Pendekatan Pengembangan Keterampilan (John Wiley & Sons (Ed.)).
Siswoyo Haryono. (2016). Metode SEM Untuk Penelitian Manajemen Dengan AMOS, LISREL, PLS (1st Ed.). PT. Intermedia Personalia Utama.
Sukwika, T., & Jakarta, U. S. (2023). Menentukan Populasi Dan Sampling (Issue July).
Suvin V Suvarna, & Dr Anupama K Malagi. (2025). THE EFFECT OF LIMITED-TIME DISCOUNTS ON CONSUMER URGENCY AND PURCHASE BEHAVIOR. EPRA International Journal Of Multidisciplinary Research (IJMR), 1703–1710. Https://Doi.Org/10.36713/Epra22750
Suwito, G. A., & Susilowati, M. W. K. (2025). Scarcity Effect On Impulse Buying: The Mediating Role Of Arousal. Jurnal Fokus Manajemen Bisnis, 15(1), 55–69. Https://Doi.Org/10.12928/Fokus.V15i1.12418
Tiemessen, J., Schraffenberger, H., & Acar, G. (2023). The Time Is Ticking: The Effect Of Limited Time Discounts On Consumers’ Buying Behavior And Experience. Extended Abstracts Of The 2023 CHI Conference On Human Factors In Computing Systems, 1–11. Https://Doi.Org/10.1145/3544549.3585735
Tsabita, S. H., & Isa, M. (2025). Pengaruh Scarcity Promotion Pada Flash Sale Terhadap Impulse Buying Dengan Arousal Sebagai Variabel Mediasi. EKOMA : Jurnal Ekonomi, Manajemen, Akuntansi, 4(2), 4278–4291. Https://Doi.Org/10.56799/Ekoma.V4i2.7386
Usadi, M. P. P., Dwinata, I. P. W., & Wibawa, I. W. S. (2023). What Factors Stimulate Impulse Buying ? A Study On Live Commerce Users. Jurnal Ekonomi, Manajemen Dan Bisnis, 24(1), 102–112.
Zulkarnaen, W., Fitriani, I., & Yuningsih, N. (2020). Pengembangan Supply Chain Management Dalam Pengelolaan Distribusi Logistik Pemilu Yang Lebih Tepat Jenis, Tepat Jumlah Dan Tepat Waktu Berbasis Human Resources Competency Development Di KPU Jawa Barat. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(2), 222-243. https://doi.org/10.31955/mea.vol4.iss2.pp222-243.
Published
2026-02-09
How to Cite
Rachmadhani, S., 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
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