PENGARUH TERPAAN PROMOSI SCARCITY APPEAL SAMSUNG DI SHOPEE TERHADAP TINGKAT FOMO PADA GEN Z JAKARTA

Abstract

The development of Shopee’s digital promotional tools has reached a point of massive shift in influencing Gen Z, with the emergence of the “Scarcity Appeal” promotional model. This study aimed to analyze the effect of exposure to “Scarcity Appeal” promotions for Samsung mobile devices on Shopee on FOMO emotional states and on the repetitive reactive behavior of checking mobile devices among Gen Z in Jakarta. This study employs a quantitative, explanatory survey method based on the SOR theoretical framework. The study population consists of Gen Z individuals in DKI Jakarta who have seen at least one digital advertisement using the “Scarcity Appeal” format for Samsung mobile devices on Shopee. Sampling was conducted using nonprobability sampling, with a sample size of 102 respondents. Data were collected by distributing a questionnaire using a Likert scale and the SmartPLS application as the data analysis tool, followed by two main testing stages: Measurement Model Evaluation (Outer Model)—comprising convergent validity, discriminant validity, and reliability tests—and Structural Model Evaluation (Inner Model)—comprising the coefficient of determination and hypothesis testing. The results of this study indicate a significant positive correlation between exposure to Samsung’s Scarcity Appeal promotions on Shopee and the level of FOMO among Gen Z in Jakarta. These findings suggest that the greater the exposure to Samsung’s Scarcity Appeal on Shopee, the higher the level of FOMO among Gen Z in Jakarta, manifested as the repeated act of checking their devices.