Journal of Contemporary Management Research

The Trigger of Urgency: Analyzing Scarcity Messages and Impulsive Buying through the Lens of FOMO in the Java Region Livestreaming

Zaky Mubarak

Sultan Ageng Tirtayasa University

Keywords: scarcity message, impulsive buying, FOMO

Abstract

This research investigates the impact of scarcity messages on impulsive buying behavior, with the
Fear of Missing Out (FOMO) acting as a mediating variable, specifically focusing on consumers
within the Java region. Utilizing a quantitative approach with Partial Least Squares Structural
Equation Modeling (PLS-SEM) via SmartPLS 4, data from the Java sub-sample were analyzed using
a 124 Sample. The results indicate that scarcity messages have a significant direct positive effect on
impulsive buying 0.359. While the direct paths from scarcity messages to FOMO and FOMO to
impulsive buying were marginally above the significance threshold 0.06, the specific indirect effect
analysis revealed a significant mediation path 0.205 This suggests that in the Java region, FOMO
serves as a vital psychological mechanism that translates promotional urgency into actual
purchasing action. These findings offer strategic insights for e-commerce platforms targeting
Indonesia's most populous region