The effect of fear of missing out and scarcity marketing on impulse buying of thrift consumers with the mediation of purchase intention: A study on generation Z in Garut City
-
Mohamad Rafie Eka Putra(1*)
Department of Management, Faculty of Economics, University of Garut
-
Wati Susilawati(2)
Department of Management, Faculty of Economics, University of Garut
(*) Corresponding Author
Keywords:
Fear Of Missing Out, Scarcity Marketing, Impulse Buying, Purchase Intention, Generation Z
Abstract
This study aims to examine the influence of Fear of Missing Out (FOMO) and scarcity marketing on impulse buying among Generation Z thrifting consumers in Garut City, with purchase intention as a mediating variable. A quantitative approach was employed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) based on data collected from 162 Generation Z respondents who had purchased thrift products more than three times. The study investigates consumer behavior in the one-of-a-kind thrifting market following Indonesia’s ban on imported used clothing, providing evidence on the mediating role of purchase intention in explaining consumers’ responses to perceived scarcity. The results indicate that FOMO does not have a significant direct effect on impulse buying, whereas scarcity marketing has a positive and significant effect. Both FOMO and scarcity marketing positively influence purchase intention, which in turn significantly affects impulse buying and mediates the relationships between the two antecedent variables and impulsive purchasing behavior. These findings extend the understanding of consumer behavior in scarcity-driven retail environments and highlight the pivotal role of purchase intention in translating psychological and marketing stimuli into impulse buying. The study also provides practical implications for thrifting businesses by emphasizing the importance of effective scarcity marketing, transparent product information, and social media engagement to strengthen consumer interest and encourage sustainable purchasing behavior.
Keywords: Fear Of Missing Out; Scarcity Marketing; Impulse Buying; Purchase Intention; Generation Z
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References
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https://doi.org/10.1016/0749-5978(91)90020-T
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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
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Febrianty, P. A. T., Yanthi, N. P. D., Devi N, I. G. A. P. J., & Kusumasari, N. M. I. (2025). The Role Of Fear Of Missing Out (Fomo) In Mediating The Effect Of Scarcity Perception On Impulse Buying. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 5(1), 56–64. https://doi.org/10.55606/jaemb.v5i1.5722
Ferdinand, A. (2002). Pengembangan Minat Beli Merek Ekstensi (Edisi 2). Jurnal Ilmiah Manajemen Dan Bisnis Universitas Diponegoro.
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Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 Ed. 10. Badan Penerbit Universitas Diponegoro.
Good, M. C., & Hyman, M. R. (2021). Direct and indirect effects of fear-of-missing-out appeals on purchase likelihood. Journal of Consumer Behaviour, 20(3), 564–576. https://doi.org/10.1002/cb.1885
Harahap, D. A., & Amanah, D. (2022). Memahami Impulsif Buying Dalam Proses Keputusan Pembelian Konsumen. 19(28), 31–55.
Hariyanto, F., Yanti, B. E. D., Nugroho, Y. A. W., & Sahrah, A. (2025). Kesulitan Regulasi Emosi Sebagai Prediktor PerilakuPembelian Impulsif Pada Konsumen Generasi Z Di Era Digital. SEIKO : Journal of Management & Business, 8(2), 695–704.
Heriyanto, C., Oktavio, A., & Kaihatu, T. S. (2021). Peran Scarcity Marketing Dan Perceived Value Terhadap Purchase Intention Pada Pengguna Traveloka. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 8(1). https://doi.org/10.35794/jmbi.v8i1.32440
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 @bittersweethbynajla). Integrative Perspectives of Social and Science Journal, 2(3), 4569.
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Inman, J. J., Peter, A. C., & Raghubir, P. (1997). Framing the Deal: The Role of Restrictions in Accentuating Deal Value. Journal of Consumer Research Inc, 24(1), 68–79.
Juliandhani, A. F., & Tjahjawati, S. S. (2024). Analisis komparatif dampak fear of missing out (FOMO) terhadap impulse buying pada generasi milenial dan generasi Z di Kota Bandung. Journal of Management and Digital Business, 5(2), 669–684. https://doi.org/10.53088/jmdb.v5i2.1838
Khairunnisa, R., Putri, M. E., Putra, R. F., & Saputra, E. H. (2026). Fear of Missing Out ( FoMO ) dan Keputusan Pembelian Generasi Z di Era Media Sosial Fenomena Fear of Missing Out ( FoMO ) telah menjadi fokus penting dalam studi perilaku konsumen modern , terutama di kalangan Generasi Z . FoMO didefinisikan sebagai psiko. 4(November 2025).
Komariyah, N., Iqbal Maulana, M., Fitriati, A., Zaini, M., Solihah, M., Irawati, D., Gazani, H., Raya Telang, J., Kamal, K., Bangkalan, K., & Timur, J. (2025). Analisis Impulsive Pada Gen Z Pengguna E-Commerce Shopee. Jma), 3(9), 3031–5220.
Kotler, P., & Keller Lane, K. (2016). Marketing Management. In Marketing Management.
Kurniawati, F., Rifqi, M., Umam, K., Marketing, S. M., & Sosial, P. M. (2025). Fear Of Missing Out ( Fomo ), Social Media Marketing , And Impulsive Buying On Z. April, 129–148.Ing , And Impulsive Buying On . (April), 129–148.
Ladeira, W. J., Lim, W. M., de Oliveira Santini, F., Rasul, T., Perin, M. G., & Altinay, L. (2023). A meta-analysis on the effects of product scarcity. Psychology and Marketing, 40(7), 1267–1279. https://doi.org/10.1002/mar.21816
Lestari, B. D., Rasyid, M. J. J., Mudayanah, A. A., Putri, D. S., Aisyah, D. P., & Fitriyani, E. (2023). Pengembangan Alat Ukur Skala Feeling Of Missing Out Pada Mahasiswa. Journal of Psychology Students, 2(1), 9–17.
https://doi.org/10.15575/jops.v2i1.25036
Mantiri, S. M. B., Mangantar, M. M., & Tumewu, F. J. (2022). The Influence Of Ewom And Wom On Purchase Intention Of Shopee Customer In Manado Pengaruh Ewom Dan Wom Terhadap Niat Membeli Pelanggan Shopee DI Jurnal EMBA Vol . 10 No . 1 Januari 2022 , Hal . 1191 - .. Emba, 10(1), 1192–1200.
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Pangemanan, M. J., Maramis, J. B., & Saerang, D. P. E. (2022). Online Impulse Buying E-Commerce Consumers Generation Z in North Sulawesi. 1203 Jurnal EMBA, 10(2), 1203–1210.
Pattiasina, K. A., Inayatuzzahra, S., Aulia, R. C., Tamara, P. S., Fadila, N. N., & Wiharsono, G. (2024). Pengaruh Personal Selling Terhadap Keputusan Pembelian Produk Kue. Jurnal Pariwisata Bisnis Digital Dan Manajemen, 3(1), 51–59. https://doi.org/10.33480/jasdim.v3i1.5123
Perdagangan, K. (2022). Peraturan Mentri Perdagangan No 40 Tahun 2022. Permendag, 1–23. https://jdih.kemendag.go.id/pdf/Regulasi/2022/Permendag Nomor 40 Tahun 2022.pdf.
Prasasti, D., & Wulandari, A. (2021). Pengaruh Fear of Missing Out (FOMO) terhadap pembelian impulsif pada Generasi Z. Jurnal Psikologi Sosial Indonesia, 8(2), 1–5.
Przybylski, A. K., Murayama, K., Dehaan, C. R., & Gladwell, V. (2013). Com puters in Human Behavior Motivational , emotional , and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841–1848.
https://doi.org/10.1016/j.chb.2013.02.014
Sari, R. P., Koswara, I., & Fuady, I. (2025). Pengaruh ulasan produk terhadap niat pembelian di platform e-commerce Shopee. Comdent: Communication Student Journal, 2(2), 438–455. https://doi.org/10.24198/comdent.v2i2.60190
Sarwono, J. (2020). Pengertian Dasar Structural Equation Modeling (SEM). Ilmiah Manajemen Bisnis, 10(3), 173–182.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior (10th ed.) (3rd ed.).
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Suhardi, Y., Akhmadi, A., & Darmawan, A. (2023a). Fear of missing out, price sensitivity, and customer online impulse buying: The role of scarcity cues. Jmsab, 6(1), 171–184.
Suhardi, Y., Akhmadi, A., & Darmawan, A. (2023b). Jmsab 171. Jmsab, 6(1), 171–184.
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Published
2026-07-16
How to Cite
Putra, M., & Susilawati, W. (2026). The effect of fear of missing out and scarcity marketing on impulse buying of thrift consumers with the mediation of purchase intention: A study on generation Z in Garut City. Journal of Management : Small and Medium Enterprises (SMEs), 19(2), 1577-1596. https://doi.org/10.35508/jom.v19i2.28876
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Articles
