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Antara Rasional dan Emosional: Menguji Peran Flash Sale dan Fear of Missing Out (FOMO) dalam Keputusan Pembelian Skincare Basic Mahasiswa

Journal of Economic Education · Vol. 4 No. 2 (2025) · hlm. 158–168

DOI
10.22437/jeec.v4i2.53007
ISSN
2964-559X
Terbit
2025-12-31
Penerbit
Fakultas Keguruan dan Ilmu Pendidikan Universitas Jambi
Bahasa
en

Abstrak

This study aims to analyze the influence of flash sales and FOMO on the purchasing behavior of basic skincare among university students. Using a quantitative approach with descriptive and correlational methods, data were collected via online questionnaires using a 1-5 Likert scale distributed to 46 students of Universitas Jenderal Soedirman selected through purposive sampling. Data analysis included descriptive statistics, validity and reliability tests, and multiple linear regression. Results indicate that flash sales have a positive and significant effect on purchasing behavior (β = 0.332; p = 0.002), while FOMO does not (β = 0.096; p = 0.299). Simultaneously, both variables significantly influence purchasing behavior (F = 5.697; p = 0.006), yet explain only 17.3% of the variance (Adjusted R² = 0.173). Findings suggest students respond more to price-based promotions than emotional or social pressure, viewing basic skincare as a functional need driven by rational factors like price and suitability.

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6 penulis · 7 tautan kepenulisan bersama · 1 lintas organisasi

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  • Universitas Islam Negeri Sumatera Utara
  • Universitas Jambi
  • Universitas Sembilanbelas November Kolaka
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
  • Afiliasi tidak diketahui
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Kamilah KamilahUniversitas Islam Negeri Sumatera Utara1
Ekawarna EkawarnaUniversitas Jambi1
Rosmiati RosmiatiUniversitas Sembilanbelas November Kolaka1
Lasmawati Br TurnipAfiliasi tidak diketahui1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JEec/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Antara Rasional dan Emosional: Menguji Peran Flash Sale dan Fear of Missing Out (FOMO) dalam Keputusan Pembelian Skincare Basic Mahasiswa</dc:title>
	<dc:creator xml:lang="en">Mutiara, Prima Dwi</dc:creator>
	<dc:creator xml:lang="en">Nasori, Ahmad</dc:creator>
	<dc:subject xml:lang="en">Flash sale</dc:subject>
	<dc:subject xml:lang="en">FOMO</dc:subject>
	<dc:subject xml:lang="en">purchasing behavior</dc:subject>
	<dc:description xml:lang="en">This study aims to analyze the influence of flash sales and FOMO on the purchasing behavior of basic skincare among university students. Using a quantitative approach with descriptive and correlational methods, data were collected via online questionnaires using a 1-5 Likert scale distributed to 46 students of Universitas Jenderal Soedirman selected through purposive sampling. Data analysis included descriptive statistics, validity and reliability tests, and multiple linear regression. Results indicate that flash sales have a positive and significant effect on purchasing behavior (β = 0.332; p = 0.002), while FOMO does not (β = 0.096; p = 0.299). Simultaneously, both variables significantly influence purchasing behavior (F = 5.697; p = 0.006), yet explain only 17.3% of the variance (Adjusted R² = 0.173). Findings suggest students respond more to price-based promotions than emotional or social pressure, viewing basic skincare as a functional need driven by rational factors like price and suitability.</dc:description>
	<dc:publisher xml:lang="en">Fakultas Keguruan dan Ilmu Pendidikan Universitas Jambi</dc:publisher>
	<dc:date>2025-12-31</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JEec/article/view/53007</dc:identifier>
	<dc:identifier>10.22437/jeec.v4i2.53007</dc:identifier>
	<dc:source xml:lang="en">Journal of Economic Education; Vol. 4 No. 2 (2025): Desember; 158-168</dc:source>
	<dc:source xml:lang="id">Jurnal Pendidikan Ekonomi; Vol 4 No 2 (2025): Desember; 158-168</dc:source>
	<dc:source>2964-559X</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JEec/article/view/53007/23379</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Journal of Economic Education</dc:rights>
</oai_dc:dc>