THE EFFECT OF SCARCITY PROMOTIONS IN LIVE STREAMING E-COMMERCE ON PURCHASE INTENTION WITH THE MEDIATION ROLE OF EMOTIONAL EXPERIENCE ON GENERATION Z AND MILLENNIALS IN DKI JAKARTA
-
Pek Caih Sin(1*)
Faculty of Social Sciences and Humanities, Digital Business Study Program, Bunda Mulia University
-
Agung Stefanus Kembau(2)
Faculty of Social Sciences and Humanities, Digital Business Study Program, Bunda Mulia University
(*) Corresponding Author
Keywords:
S-O-R, e-commerce, Live streaming E-commerce, Scarcity Promotions, Limited Time Promotions, Limited Quantity Promotions, Emotional Experience, Purchase Intention, Generation Z, Millennial Generation
Abstract
The expansion of Indonesia’s digital economy has encouraged the adoption of live streaming as a marketing strategy, particularly within the e-commerce sector. This approach is efficient in capturing the attention of Generation Z and Millennials, who comprise the primary consumer base. This study examines the impact of scarcity-based promotions on purchase intention, with emotional experience serving as a mediating factor, focusing on Generation Z and Millennial consumers in DKI Jakarta. A quantitative methodology was employed, using a survey distributed via questionnaires to live streaming e-commerce users from both generations. The collected data were analyzed using SmartPLS version 4.1.1.2. Findings reveal that Limited Quantity Promotions (LQP) positively and significantly affect purchase intention, both directly and indirectly through emotional experience. In contrast, Limited Time Promotions (LTP) do not show a significant impact. LQP appears particularly effective among Generation Z and female consumers. Based on these results, it is recommended that e-commerce businesses prioritize implementing LQP strategies while ensuring LTP campaigns are applied consistently and effectively.
Keywords: S-O-R; e-commerce; Live streaming E-commerce; Scarcity Promotions; Limited Time Promotions; Limited Quantity Promotions; Emotional Experience; Purchase Intention; Generation Z; Millennial Generation
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References
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https://doi.org/10.1108/JFMM-03-2023-0082
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https://doi.org/http://dx.doi.org/10.46773/imtiyaz.v5i2.146
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Ha, T. M. (2021). The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention. Cogent Business & Management, 8(1), 1–9. https://doi.org/10.1080/23311975.2021.1953680
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
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He, W., & Jin, C. (2022). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 24(2), 1235–1265. https://doi.org/10.1007/s10660-022-09651-8
Huang, Z., Zhu, Y., Hao, A., & Deng, J. (2023). How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions. Journal of Research in Interactive Marketing, 17(4), 493–509. https://doi.org/10.1108/JRIM-01-2022-0009
Isnawati, S. I., Kom, S. I., & Purwanto, A. (2022). Generation Z Buying Behaviour Analysis Of Retail Business Opportunities. Manajemen Dan Akuntansi, 2(2), 12–21. https://doi.org/http://dx.doi.org/10.35
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Kushwaha, B. P. (2021). Paradigm shift in traditional lifestyle to digital lifestyle in Gen Z: A conception of consumer behaviour in the virtual business world. International Journal of Web Based Communities, 17(4), 305–320. https://doi.org/10.1504/IJWBC.2021.119472
Laudon, K. C., & Traver, C. G. (2017). E-commerce 2017 Business. Technology. Society (13th ed.). Pearson Education.
Lesmana, T. (2022). Analisis Perilaku Konsumen Generasi Milenial Dalam Berbelanja Online. Bisnis Dan Industri (EBI), 05(02), 46–56. http://jurnal.cic.ac.id/
Martínez, S. C., & Casielles, R. V. (2021). Building Consumer Loyalty Through E-Shopping Experiences: The Mediating Role Of Emotions Building Consumer Loyalty Through E-Shopping Experiences: The Mediating Role Of Emotions. Journal of Retailing and Consumer Services.
https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102481
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Sapa, F. Y., Tumbel, A. L., & Lumanauw, B. (2023). Pengaruh Live Streaming, Price Discount Dan Free Shipping Terhadap Impulse Buying: Study Empiric Pada Mahasiswa Manajemen Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Yang Menggunakan Tiktok Shop. Jurnal EMBA, 11(4), 787–798. https://doi.org/https://doi.org/10.35794/emba.v11i4.51910
Saputra, G. G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442–452. https://doi.org/10.47065/ekuitas.v4i2.2353
Septiani, T., Muhammad, A. S., & Sari, D. A. P. (2024). Analysis of Consumer Purchase Intentions on Matahari.com in DKI Jakarta. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1). https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/48666
Utamanyu, R. A., & Darmastuti, R. (2022). Budaya Belanja Online Generasi Z Dan Generasi Milenial Di Jawa Tengah (Studi Kasus Produk Kecantikan Di Online Shop Beauty By Asame). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71
Valentina, F., Sutianingsih, S., Nurbaiti, A. D., & Octaviyani, P. P. (2024). Strategi Live Streaming, Content Marketing, dan Online Customer Reviews untuk Mengoptimalkan Keputusan Pembelian Konsumen. Seminar Nasional Prosiding Ilmu Manajemen Kewirausahaan Dan Bisnis, 1(1), 101–109.
Widiyawati, R. A., & Patrikha, F. D. (2023). Pengaruh Time Limit Marketing Dan Viral Marketing Strategy Terhadap Impulsive Buying Pada Pengguna Aplikasi Social Commerce. Jurnal Pendidikan Tata Niaga (JPTN), 11(2). https://doi.org/https://doi.org/10.26740/jptn.v11n2.p152-164
Yuen, K. F., Tan, L. S., Wong, Y. D., & Wang, X. (2022). Social determinants of panic buying behaviour amidst COVID-19 pandemic: The role of perceived scarcity and anticipated regret. Journal of Retailing and Consumer Services, 66, 1–12. https://doi.org/10.1016/j.jretconser.2022.102948
Zhou, R. (2024). The impact of scarcity promotions in live streaming e-commerce on purchase intention: the mediating effect of emotional experience. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2024-0475
Zhou, R., & Tong, L. (2022). A Study on the Influencing Factors of Consumers’ Purchase Intention During Livestreaming e-Commerce: The Mediating Effect of Emotion. Frontiers in Psychology, 13, 1–15. https://doi.org/10.3389/fpsyg.2022.903023
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https://jli.staiku.ac.id/index.php/st/index
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Amara, G., Abdulrahman, S., Alkhateeb, S., & Alabbas, S. (2022). Scarcity Marketing: The Impact of Limited-Edition Packaging on Purchase Intentions in the Syrian Market. Journal of Service, Innovation and Sustainable Development, 3(2), 21–38. https://doi.org/10.33168/SISD.2022.0202
Asyraff, M. A., Hanafiah, M. H., Aminudiin, N., & Mahdzar, M. (2023). Adoption of the Stimulus–Organism–Response (S-O-R) Model in Hospitality and Tourism Research: Systematic Literature Review and Future Research Directions. Asia-Pacific Journal of Innovation in Hospitality and Tourism (APJIHT), 1, 19–48. https://www.researchgate.net/publication/376989629
Azzahra, F. D., Suherman, & Rizan, M. (2021). Pengaruh Social Media Marketing dan Brand Awareness Terhadap Purchase Intention serta dampaknya pada Purchase Decision: Studi pada pengguna layanan Online Food Delivery di Jakarta. Jurnal Bisnis, Manajemen, Dan Keuangan, 2(3), 874–890.
https://journal.unj.ac.id/unj/index.php/jbmk/article/view/30169
Badan Pusat Statistik. (2021). Hasil Sensus Penduduk (SP2020) pada September 2020 mencatat jumlah penduduk sebesar 270,20 juta jiwa.
https://www.bps.go.id/id/pressrelease/2021/01/21/1854/hasil-sensus-penduduk--sp2020--pada-september-2020-mencatat-jumlah-penduduk-sebesar-270-20-juta-jiwa-.html
Balhmar, M. A., & Khuzaini. (2022). Pengaruh Harga, Promosi, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Di E-Commerce Shopee. Jurnal Ilmu dan Riset Manajemen, 1–19. https://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/4344
Biraglia, A., Usrey, B., & Ulqinaku, A. (2021). The downside of scarcity: Scarcity appeals can trigger consumer anger and brand switching intentions. Psychology and Marketing, 38(8), 1314–1322. https://doi.org/10.1002/mar.21489
Cengiz, H., & Şenel, M. (2024). The effect of perceived scarcity on impulse-buying tendencies in a fast fashion context: A mediating and multigroup analysis. Journal of Fashion Marketing and Management, 28(3), 405–425.
https://doi.org/10.1108/JFMM-03-2023-0082
Chen, B., Wang, L., Rasool, H., & Wang, J. (2022). Research on the Impact of Marketing Strategy on Consumers’ Impulsive Purchase Behavior in Livestreaming E-commerce. Frontiers in Psychology, 13.
https://doi.org/10.3389/fpsyg.2022.905531
e-Conomy SEA. (2024). e-Conomy SEA 2024. https://economysea.withgoogle.com/report/
Felix, A., & Rembulan, G. D. (2023). Analysis of Key Factors for Improved Customer Experience, Engagement, and Loyalty in the E-Commerce Industry in Indonesia. APTISI Transactions on Technopreneurship, 5(2Sp), 196–208. https://doi.org/10.34306/att.v5i2sp.350
Fida, I. A., Sambiono, D., Shiddiqi, F., & Ukamah, S. (2021). Transaksi E-Commerce Sebagai Pertahanan Umkm Di Tengah Pandemi Covid-19 Dalam Perspektif Islam. Imtiyaz Jurnal Ilmu Keislaman, 5(2), 53–63.
https://doi.org/http://dx.doi.org/10.46773/imtiyaz.v5i2.146
Ghozali, I., & Kusumadewi, K. A. (2023). Partial Least Squares Konsep, Teknik Dan Aplikasi Menggunakan Program Smartpls 4.0 (1st ed.). Penerbit Yoga Pratama.
GoodStats. (2023). Inilah Profil Penonton Live Shopping RI Berdasarkan Usia. https://data.goodstats.id/statistic/inilah-profil-penonton-live-shopping-ri-berdasarkan-usia-Kbrui
Gupta, M., Das, G., Septianto, F., & Hagvedt, H. (2023). The impact of scarcity cues on purchase likelihood of art-infused products. Journal of the Academy of Marketing Science , 52.
Ha, T. M. (2021). The impact of product characteristics of limited-edition shoes on perceived value, brand trust and purchase intention. Cogent Business & Management, 8(1), 1–9. https://doi.org/10.1080/23311975.2021.1953680
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J., Hult, G. T. M. ., Ringle, C. M. ., & Sarstedt, Marko. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.
Hair, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.
He, W., & Jin, C. (2022). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 24(2), 1235–1265. https://doi.org/10.1007/s10660-022-09651-8
Huang, Z., Zhu, Y., Hao, A., & Deng, J. (2023). How social presence influences consumer purchase intention in live video commerce: the mediating role of immersive experience and the moderating role of positive emotions. Journal of Research in Interactive Marketing, 17(4), 493–509. https://doi.org/10.1108/JRIM-01-2022-0009
Isnawati, S. I., Kom, S. I., & Purwanto, A. (2022). Generation Z Buying Behaviour Analysis Of Retail Business Opportunities. Manajemen Dan Akuntansi, 2(2), 12–21. https://doi.org/http://dx.doi.org/10.35
Jabat, D. E. B., Tarigan, L. L., Purba, M., & Purba, M. (2022). Pemanfaatan Platform E-Commerce Melalui Marketplace Sebagai Upaya Peningkatan Penjualan. SKYLANDSEA PROFESIONAL Jurnal Ekonomi, Bisnis Dan Teknologi, 2(2), 16–21.
Jakpat. (2023). Preferensi Platform Live Shopping Tiap Generasi. https://jakpat.net/info/preferensi-platform-live-shopping-tiap-generasi/
Kushwaha, B. P. (2021). Paradigm shift in traditional lifestyle to digital lifestyle in Gen Z: A conception of consumer behaviour in the virtual business world. International Journal of Web Based Communities, 17(4), 305–320. https://doi.org/10.1504/IJWBC.2021.119472
Laudon, K. C., & Traver, C. G. (2017). E-commerce 2017 Business. Technology. Society (13th ed.). Pearson Education.
Lesmana, T. (2022). Analisis Perilaku Konsumen Generasi Milenial Dalam Berbelanja Online. Bisnis Dan Industri (EBI), 05(02), 46–56. http://jurnal.cic.ac.id/
Martínez, S. C., & Casielles, R. V. (2021). Building Consumer Loyalty Through E-Shopping Experiences: The Mediating Role Of Emotions Building Consumer Loyalty Through E-Shopping Experiences: The Mediating Role Of Emotions. Journal of Retailing and Consumer Services.
https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102481
Pardede, R., S, D. K., & Parsaoran, D. (2023). Metode Penelitian Bisnis. Nas Media Indonesia.
Populix. (2023, June 14). Riset Populix: Shopee Live Jadi Fitur Live Streaming Paling Populer. Detikinet. https://inet.detik.com/cyberlife/d-6771360/riset-populix-shopee-live-jadi-fitur-live-streaming-paling-populer
Putri, H. F., & Putlia, G. (2025). The Influence Of Environmental Knowledge, WOM and Green Marketing on Purchase Intention Through Environmental Attitude toward Avoskin Products. Business Management Journal, 21(1), 17. https://doi.org/10.30813/bmj.v21i1.6855
Qushoyyi, R. R., Ramdhani, M., & Nayiroh, L. (2023). Efektivitas Komunikasi Visual Gambar Peringatan Pada Kemasan Rokok Terhadap Kesadaran Kesehatan (Analisis Deskriptif Korelasional pada Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Singaperbangsa Karawang Angkatan 2018). Jurnal Ilmiah Wahana Pendidikan, 9(11), 453–462. https://doi.org/10.5281/zenodo.8089786
Rolando, B., Rantetandung, D. C. D., & Winaya, N. N. T. (2024). Hubungan Penawaran Khusus Pada Tanggal Istimewa Terhadap Keputusan Pembelian Di Platform E-Commerce Shopee. Journal Management & Economics Review (JUMPER), 1(1), 315–328. https://doi.org/https://doi.org/10.59971/jimbe.v1i6.242
Sapa, F. Y., Tumbel, A. L., & Lumanauw, B. (2023). Pengaruh Live Streaming, Price Discount Dan Free Shipping Terhadap Impulse Buying: Study Empiric Pada Mahasiswa Manajemen Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi Yang Menggunakan Tiktok Shop. Jurnal EMBA, 11(4), 787–798. https://doi.org/https://doi.org/10.35794/emba.v11i4.51910
Saputra, G. G., & Fadhilah, F. (2022). Pengaruh Live Streaming Shopping Instagram Terhadap Kepercayaan Konsumen Online dan Dampaknya pada Keputusan Pembelian. Ekonomi, Keuangan, Investasi Dan Syariah (EKUITAS), 4(2), 442–452. https://doi.org/10.47065/ekuitas.v4i2.2353
Septiani, T., Muhammad, A. S., & Sari, D. A. P. (2024). Analysis of Consumer Purchase Intentions on Matahari.com in DKI Jakarta. International Student Conference on Business, Education, Economics, Accounting, and Management (ISC-BEAM), 2(1). https://journal.unj.ac.id/unj/index.php/isc-beam/article/view/48666
Utamanyu, R. A., & Darmastuti, R. (2022). Budaya Belanja Online Generasi Z Dan Generasi Milenial Di Jawa Tengah (Studi Kasus Produk Kecantikan Di Online Shop Beauty By Asame). Scriptura, 12(1), 58–71. https://doi.org/10.9744/scriptura.12.1.58-71
Valentina, F., Sutianingsih, S., Nurbaiti, A. D., & Octaviyani, P. P. (2024). Strategi Live Streaming, Content Marketing, dan Online Customer Reviews untuk Mengoptimalkan Keputusan Pembelian Konsumen. Seminar Nasional Prosiding Ilmu Manajemen Kewirausahaan Dan Bisnis, 1(1), 101–109.
Widiyawati, R. A., & Patrikha, F. D. (2023). Pengaruh Time Limit Marketing Dan Viral Marketing Strategy Terhadap Impulsive Buying Pada Pengguna Aplikasi Social Commerce. Jurnal Pendidikan Tata Niaga (JPTN), 11(2). https://doi.org/https://doi.org/10.26740/jptn.v11n2.p152-164
Yuen, K. F., Tan, L. S., Wong, Y. D., & Wang, X. (2022). Social determinants of panic buying behaviour amidst COVID-19 pandemic: The role of perceived scarcity and anticipated regret. Journal of Retailing and Consumer Services, 66, 1–12. https://doi.org/10.1016/j.jretconser.2022.102948
Zhou, R. (2024). The impact of scarcity promotions in live streaming e-commerce on purchase intention: the mediating effect of emotional experience. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-04-2024-0475
Zhou, R., & Tong, L. (2022). A Study on the Influencing Factors of Consumers’ Purchase Intention During Livestreaming e-Commerce: The Mediating Effect of Emotion. Frontiers in Psychology, 13, 1–15. https://doi.org/10.3389/fpsyg.2022.903023
Zirzis, M. (2024). Evolusi Ekonomi Di Era Digital: Kontribusi Generasi Z Dalam Perekonomian. Jurnal Literasi Indonesia(JLI), 1(2).
https://jli.staiku.ac.id/index.php/st/index
Published
2025-11-05
How to Cite
Sin, P., & Kembau, A. (2025). THE EFFECT OF SCARCITY PROMOTIONS IN LIVE STREAMING E-COMMERCE ON PURCHASE INTENTION WITH THE MEDIATION ROLE OF EMOTIONAL EXPERIENCE ON GENERATION Z AND MILLENNIALS IN DKI JAKARTA. Journal of Management : Small and Medium Enterprises (SMEs), 18(3), 1847-1864. https://doi.org/10.35508/jom.v18i3.22103
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Articles
