Hafizhah, Hanin Nuha (2026) Analisis Pengaruh Informational Cascade Dan Persepsi Nilai Terhadap Niat Beli Pada Program Flash Sale Shopee: Peran Moderasi Regulatory Focus Dalam Pendekatan Partial Least Square - Structural Equation Modeling. Other thesis, Institut Teknologi Sepuluh Nopember.
![[thumbnail of 5026221141-Undergraduate_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
5026221141-Undergraduate_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (8MB) | Request a copy |
Abstract
Promosi flash sale Shopee efektif memicu pembelian impulsif akibat fenomena Informational Cascade (perilaku mengikuti kelompok). Namun, dampak spesifik stimulus promosi terhadap dinamika psikologis dan peran kepribadian konsumen lokal belum sepenuhnya dipahami. Penelitian ini bertujuan menganalisis pengaruh stimulus flash sale terhadap Informational Cascade, persepsi nilai, dan niat beli, serta menguji peran moderasi Regulatory Focus. Menggunakan kerangka Stimulus-Organism-Response (SOR), data dari 325 responden dianalisis melalui Partial Least Squares-Structural Equation Modeling (PLS-SEM) dan Multi-Group Analysis (MGA). Hasilnya menunjukkan kelangkaan produk dan konsistensi ulasan signifikan memengaruhi kondisi internal konsumen, sedangkan batas waktu promosi tidak berdampak pada persepsi nilai. Tiga respons psikologis (perilaku meniru, mengabaikan penilaian pribadi, dan persepsi nilai) terbukti meningkatkan niat beli. Perilaku meniru menjadi mediator tunggal yang menjembatani efek volume pesanan dan kelangkaan menuju niat beli. Analisis moderasi membuktikan bahwa dorongan meniru ini jauh lebih kuat pada konsumen dengan Prevention Orientation (berorientasi pencegahan). Penelitian ini memperluas literatur perilaku konsumen digital lokal dan memberikan panduan praktis optimasi social proof serta kelangkaan visual.
==================================================================================================================================
Shopee’s flash sale promotions effectively trigger impulsive purchases due to the phenomenon of informational cascade (herd behavior). However, the specific impact of promotional stimuli on psychological dynamics and the role of local consumers’ personalities has not yet been fully understood. This study aims to analyze the influence of flash sale stimuli on the informational cascade, perceived value, and purchase intention, as well as to test the moderating role of Regulatory Focus. Using the Stimulus-Organism-Response (SOR) framework, data from 325 respondents were analyzed via Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Multi-Group Analysis (MGA). The results show that product scarcity and review consistency significantly influence consumers’ internal states, while the promotion deadline has no effect on perceived value. Three psychological responses—imitative behavior, disregard for personal judgment, and perceived value—were found to increase purchase intent. Imitative behavior emerged as the sole mediator bridging the effects of order volume and scarcity on purchase intent. Moderation analysis confirmed that this imitation drive is significantly stronger among consumers with a Prevention Orientation. This study expands the local literature on digital consumer behavior and provides practical guidance for optimizing social proof and visual scarcity.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | E-commerce, Flash Sale, Impulsive Buying, Informational Cascade, PLS-SEM, Regulatory Focus, Shopee, Stimulus Organism Response Model |
| Subjects: | H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations H Social Sciences > HF Commerce > HF5548.32 Electronic commerce. |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Hanin Nuha Hafizhah |
| Date Deposited: | 20 Jul 2026 07:12 |
| Last Modified: | 20 Jul 2026 07:12 |
| URI: | http://repository.its.ac.id/id/eprint/135178 |
Actions (login required)
 |
View Item |