Bagaimana Gamification Marketing Mendorong Impulse Buying
Peran Mediasi Fear of Missing Out pada Pengguna Shopee Generasi Z
DOI:
https://doi.org/10.9744/pemasaran.20.2.%25pKeywords:
gamification marketing, Fear of Missing Out (FOMO), impulse buying, Shopee, Erigo, generasi ZAbstract
Perkembangan pemasaran digital mendorong perusahaan e-commerce menghadirkan pengalaman belanja yang lebih interaktif melalui penerapan Gamification Marketing. Penelitian ini bertujuan menganalisis pengaruh Gamification Marketing terhadap Impulse Buying dengan Fear of Missing Out (FOMO) sebagai variabel mediasi pada mahasiswa Generasi Z Universitas Negeri Malang pengguna Shopee dalam pembelian produk fashion merek Erigo. Penelitian ini menggunakan metode kuantitatif dengan pendekatan Partial Least Squares-Structural Equation Modeling (PLS-SEM) terhadap 400 responden yang dipilih melalui teknik purposive sampling. Hasil penelitian menunjukkan bahwa Gamification Marketing berpengaruh positif dan signifikan terhadap Impulse Buying dan FOMO. FOMO juga berpengaruh positif dan signifikan terhadap Impulse Buying serta berperan sebagai mediator parsial dalam hubungan antara Gamification Marketing dan Impulse Buying. Temuan ini menunjukkan bahwa hubungan antara pemasaran berbasis gamifikasi dan pembelian impulsif berlangsung secara langsung maupun tidak langsung melalui FOMO. Dari perspektif etika pemasaran, temuan ini menekankan pentingnya penerapan strategi gamifikasi yang transparan dan bertanggung jawab agar tidak mendorong tekanan psikologis berlebihan maupun keputusan pembelian tanpa pertimbangan yang memadai. Dengan demikian, efektivitas pemasaran digital perlu dipertimbangkan bersama tanggung jawab perusahaan dalam menjaga kebebasan konsumen mengambil keputusan pembelian.
Downloads
References
Albert Mehrabian and James A. Russell. (1974). An Approach to Environmental Psychology. The MIT Press.
Barbu Kleitsch, O., & Drămnescu, B. (2025). The Influence of FOMO on Shopping Motivation and Compulsive Buying in Young Adults. Journalism and Media, 6(3). https://doi.org/10.3390/journalmedia6030139
Conaway, R., & Garay, M. C. (2014). Gamification and service marketing. SpringerPlus, 3(1). https://doi.org/10.1186/2193-1801-3-653
Deci, E. L., & Ryan, R. M. (2000). The “what” and “why” of goal pursuits: Human needs and the self-determination of behavior. Psychological Inquiry, 11(4), 227–268. https://doi.org/10.1207/S15327965PLI1104_01
Dwijaputra, J., Purwitasari, D., & Zulaikha, E. (2025). How gamification influences e-commerce behavior in hardcore vs. casual gamers? Telematics and Informatics Reports, 18. https://doi.org/10.1016/j.teler.2025.100212
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: a meta-analytic review. In Journal of the Academy of Marketing Science (Vol. 48, Issue 3, pp. 384–404). Springer. https://doi.org/10.1007/s11747-019-00670-w
Jacoby, J. (2002). Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior. In Journal of Consumer Psychology (Vol. 12, Issue 1, pp. 51–57). Lawrence Erlbaum Associates Inc. https://doi.org/10.1207/s15327663jcp1201_05
Li, N., & Aumeboonsuke, V. (2025). How Gamification Features Drive Brand Loyalty: The Mediating Roles of Consumer Experience and Brand Engagement. Journal of Theoretical and Applied Electronic Commerce Research , 20(2). https://doi.org/10.3390/jtaer20020113
Milanesi, M., Guercini, S., & Runfola, A. (2023). Let’s play! Gamification as a marketing tool to deliver a digital luxury experience. Electronic Commerce Research, 23(4), 2135–2152. https://doi.org/10.1007/s10660-021-09529-1
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15). https://doi.org/10.1016/j.heliyon.2024.e35743
Ngoc Nguyen, D., & Nguyen, D. Van. (2025). FOMO and the Impulsive Purchasing Behavior of Young People. European Journal of Business and Management Research, 10(3), 41–47. https://doi.org/10.24018/ejbmr.2025.10.3.2638
Ratuliu, T., & Hayu, R. S. (2025). Do Emotions Matter? Positive Emotions as a Mediator Between Gamification, Discounts, and Impulse Buying Among Gen Z. Journal of Enterprise and Development, 7(2), 259–273. https://doi.org/10.20414/jed.v7i2.13182
Resta Wira Prananta, P., & Sri Darma, G. (2025). Amkop Management Accounting Review (AMAR) The Effect of Live Streaming, Gamification, and Interactive Marketing on Impulse Buying Behaviour of Kahf Products on TikTok with FOMO as a Mediating Variable. Amkop Management Accounting Review (AMAR), 5(2), 1463–1477. https://doi.org/10.37531/amar.v5i2.3052
Rini Wijaningsih, Evi Ekawati, & Adib Fachri. (2024). Peran Fear of Missing Out Memediasi Pengaruh Promo Event Tanggal Kembar E-Commerce Shopee Terhadap Impulsive Buying Tendency Pada Generasi Z Pengguna Shopee di Bandar Lampung. GEMILANG: Jurnal Manajemen Dan Akuntansi, 4(3), 58–72. https://doi.org/10.56910/gemilang.v4i3.1531
Ryan, R. M., & Deci, E. L. (1985). Self-Determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-Being Self-Determination Theory. Ryan.
Sailer, M., Hense, J. U., Mayr, S. K., & Mandl, H. (2017). How gamification motivates: An experimental study of the effects of specific game design elements on psychological need satisfaction. Computers in Human Behavior, 69, 371–380. https://doi.org/10.1016/j.chb.2016.12.033
Santos, P. M., Dias, J. M., & Bairrada, C. M. (2024). Gamification in marketing: Insights on current and future research directions based on a bibliometric and theories, contexts, characteristics and methodologies analysis. In Heliyon (Vol. 10, Issue 11). Elsevier Ltd. https://doi.org/10.1016/j.heliyon.2024.e32047
Soetandio, L. L., Junko, D., & Effendy, A. (n.d.). PENGARUH GAMIFICATION TERHADAP ONLINE IMPULSIVE BUYING DENGAN AFFECTIVE REACTIONS DAN COGNITIVE REACTIONS SEBAGAI VARIABEL MEDIASI.
Syastra, M. T., & Wangdra, Y. (2018). Analisis Online Impulse Buying dengan menggunakan Framework SOR. JURNAL SISTEM INFORMASI BISNIS, 8(2), 133. https://doi.org/10.21456/vol8iss2pp133-140
Xu, X. Y., Tayyab, S. M. U., Jia, Q. D., & Wu, K. (2023). Exploring the Gamification Affordances in Online Shopping with the Heterogeneity Examination through REBUS-PLS. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 289–310. https://doi.org/10.3390/jtaer18010016
Yang, C., Feng, Y., Li, X., & Niu, B. (2025). Play to Participate: Effects of Gamification Affordances on Consumer Participation in Livestreaming Commerce. Journal of Theoretical and Applied Electronic Commerce Research , 20(2). https://doi.org/10.3390/jtaer20020084
Zhang, L., Shao, Z., Li, X., & Feng, Y. (2021). Gamification and online impulse buying: The moderating effect of gender and age. International Journal of Information Management, 61. https://doi.org/10.1016/j.ijinfomgt.2020.102267
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rama Maulana, Rayie Tariaranie Wiraguna
This work is licensed under a Creative Commons Attribution 4.0 International License.
Jurnal Manajemen Pemasaran allows the author(s) to hold the copyright withour restrictions and retain the publishing rights without restrictions.
