Pengaruh Twin Date Campaign dan Scarcity Marketing terhadap Purchase Intention di E-Commerce Lazada yang Dimediasi oleh Fear of Missing Out

Abstract

This study examines the influence of Twin Date Campaign and Scarcity Marketing on Purchase Intention with Fear of Missing Out as a mediating variable among Lazada users in Indonesia. The research employs a quantitative approach using survey methods to collect and analyze numerical data. Data collection was conducted online using Google Form distributed to respondents across Indonesia during November-December 2025. The population consists of Lazada users who meet specific criteria, with a sample size of 384 respondents who have seen, known about, or participated in twin date promotions (9.9, 10.10, 11.11, 12.12). Purposive sampling technique was used, and data analysis was performed using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.1.6 The results reveal that all seven hypotheses are supported. Twin Date Campaign and Scarcity Marketing both have significant positive effects on Fear of Missing Out and Purchase Intention, with Twin Date Campaign demonstrating stronger influence. Fear of Missing Out significantly affects Purchase Intention and serves as a partial mediator in the relationships between both Twin Date Campaign and Scarcity Marketing on Purchase Intention. These findings indicate that psychological urgency created through time-limited campaigns and scarcity tactics effectively drives consumer purchase intentions when amplified by FOMO. The study provides practical implications for e-commerce platforms to optimize campaign strategies by leveraging Fear of Missing Out.