Flash Sale Atau Flash Regret? Kajian Literatur Tentang Strategi Scarcity Marketing Dan Perilaku Impulse Buying Konsumen Digital
DOI:
https://doi.org/10.55606/inovasi.v5i3.8058Keywords:
Flash Sale, Scarcity Marketing, Impulse Buying, Digital Consumer, Scarcity StrategyAbstract
Scarcity marketing strategies have become increasingly prevalent in digital commerce, leveraging mechanisms like flash sales, time-limited offers, and restricted product quotas to spur spontaneous purchasing behavior. This study examines the various forms of scarcity marketing, their contribution to impulse buying, and the underlying variables shaping this interaction among digital consumers. Employing a Systematic Literature Review (SLR) methodology, the study synthesized scholarly articles published between 2021 and 2026 retrieved from Scopus, ScienceDirect, Web of Science, and Google Scholar. Following a rigorous inclusion and exclusion screening process, 16 relevant articles were selected for analysis. The findings reveal that scarcity marketing is primarily operationalized through time scarcity, quantity scarcity, and scarcity messaging. All three dimensions effectively drive impulse buying by triggering perceived urgency and product exclusivity. Furthermore, this relationship is moderated by psychological factors including arousal, fear of missing out (FOMO), anticipated regret, informational cascades, and regulatory focus. These insights indicate that while scarcity marketing serves as a powerful promotional tool, its success hinges heavily on consumer psychological responses, offering practical implications for businesses designing market-attuned digital promotion strategies
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