The Dynamics of Millennial Consumer Behavior in Online Shopping Decision-Making on the Shopee Marketplace with Scarcity Perception as a Moderating Variable
DOI:
https://doi.org/10.65792/jombinov.v1i01.3Keywords:
Consumer Behavior, Decision-Making, Scarcity Perception, Online Shooping, Millenial Life StyleAbstract
In recent years, online shopping activity among millennials has shown a very significant increase. The development of digital technology, the intensification of promotional strategies, and lifestyle trends demanding convenience and speed have also contributed to the dominance of this group as active users of various e-commerce platforms, including Shopee. This condition underscores the importance of an in-depth study of the determinants influencing purchasing decisions within this consumer segment. This study aims to analyze the influence of the millennial generation lifestyle on purchasing decisions, with scarcity perception acting as a moderating variable. A total of 96 respondents were involved in this study using the Lemeshow technique and purposive sampling. Data analysis was performed using simple regression and multiple regression analysis (MRA). The research findings indicate that lifestyle has a positive and significant influence on Shopee users' purchase decisions in Kupang City (b = 0.759; p = 0.000; R = 0.724). On the other hand, the moderation test of scarcity perception yielded a negative and non-significant effect (b = -0.001; p = 0.087). However, an R² value of 0.733 indicates that the presence of the moderating variable still contributes to strengthening the relationship between lifestyle and purchase decisions.
References
Aggarwal, P., Jun, S. Y., & Huh, J. H. (2011). Scarcity messages: A consumer competition perspective. Journal of Advertising, 40(3), 19–30. https://doi.org/10.2753/JOA0091-3367400302
Ashoer, S. (2016). The impact of perceived risk on consumer purchase intention in Indonesia: A social commerce study. International Journal of International Conference on Accounting, Management, Economics and Social Sciences (ICAMESS).
Balawera, A. (2013). Green marketing dan corporate responsibility: Pengaruhnya terhadap keputusan pembelian konsumen melalui minat membeli produk organik di Freshmart Kota Manado. Jurnal EMBA, 1(4), 2117–2129.
Baum, D. (1999). E-Commerce. New Jersey: Oracle Corp.
Bernard, T. W. (2009). Lifestyle Marketing: Paradigma baru pemasaran bisnis jasa. Jakarta: Gramedia Pustaka Utama.
Boyd, W. H., Jordan, O. C., & Larreche, J.-C. (2000). Manajemen pemasaran: Suatu pendekatan strategis dengan orientasi global. Jakarta: Erlangga.
Broekhuizen, T. L. J., & Huizingh, K. R. E. (2009). Online purchase determinants: Is their effect moderated by direct experience? Management Research News, 32(5), 440–457.
Cunningham, S. M. (1967). The major dimensions of perceived risk. In Risk taking and information handling in consumer behavior (pp. 82–108).
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Fitria, E. M. (2015). Dampak online shop di Instagram dalam perubahan gaya hidup konsumtif perempuan shopaholic di Samarinda. e-journal Komunikasi Universitas Mulawarman, 117–128.
Gefen, D., Rao, V. S., & Tractinsky, N. (2003). The conceptualization of trust, risk and their relationship in electronic commerce: The need for clarification. Proceedings of the 26th Hawaii International Conference on System Sciences.
Ghozali, I. (2011). Aplikasi analisis multivariate dengan program SPSS. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2012). Aplikasi analisis multivariate dengan program IBM SPSS 20. Semarang: Badan Penerbit Universitas Diponegoro.
Harris, L. C., & Goode, M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139–158. https://doi.org/10.1016/j.jretai.2004.04.002
Howe, N., & Strauss, W. (1991). Generations: The history of America’s future, 1584 to 2069.
Kotler, P., & Keller, K. L. (2019). Manajemen pemasaran jilid I (Edisi ke-13). Jakarta: Erlangga.
Kotler, P. (2020). Marketing management: Analysis, planning, implementation and control (9th ed.). New Jersey: Prentice Hall.
Li, Y. H., & Jing, W. H. (2009). Applying theory of perceived risk and technology acceptance model in the online shopping channel. World Academy of Science, Engineering and Technology, 53.
Liana, L. (2009). Penggunaan MRA dengan SPSS untuk menguji pengaruh variabel moderating terhadap hubungan antara variabel independen dengan variable dependen. Jurnal Teknologi Informasi DINAMIK, XIV (2), 90–97.
Lynn, M. (1991). Scarcity effects on value: A quantitative review of the commodity theory literature. Psychology & Marketing, 8(1), 43–57. https://doi.org/10.1002/mar.4220080105
Mandey, S. L. (2009). Pengaruh faktor gaya hidup terhadap keputusan pembelian konsumen. Analisis, 6(1), 100.
Masoud, Y. M. (2013). The effect of perceived risk on online shopping in Jordan. European Journal of Business and Management, 5(6).
Mowen, J. C., & Minor, M. (2002). Perilaku konsumen (2nd ed.). Jakarta: Erlangga.
Mukherjee, A., & Nath, P. (2003). A model of trust in online relationship banking. International Journal of Bank Marketing, 21(1), 5–15.
Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381. https://doi.org/10.1016/j.chb.2017.01.058
Putra, A. P., & Rahayu, A. (2021). The influence of price, product rating, and promotion on purchase decisions on Shopee. Jurnal Manajemen dan Bisnis Indonesia, 7(2), 145–153.
Sugiyono. (2014). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
Yulindo, K. P. (2013). Pengaruh atribut-atribut produk terhadap keputusan pembelian green product cosmetics Sariayu Martha Tilaar di Kota Padang. Jurnal Manajemen, 2(1).
Zhang, C., Henseler, J., Schoormans, J., & de Ruyter, K. (2022). The role of perceived scarcity cues and fear of missing out in online shopping: An experimental study. Frontiers in Psychology, 13, 792419. https://doi.org/10.3389/fpsyg.2022.792419
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Irience R. A. Manongga, Yanti S. Giri (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
