The Impact of Scarcity of Health Supplement Products' Impacts on Impulsive Purchasing during the COVID-19 Pandemic in Indonesia

  • Hanifah Putri Elisa Telkom University
  • Mahendra Fakhri Telkom University
  • Mahir Pradana Telkom University
Keywords: Scarcity, Impulsive Purchasing, Fear of Missing out, Social Media Fake News, Pandemic, COVID-19

Abstract

The peak of the COVID-19 outbreak in Indonesia occurred in 2020, causing a scarcity of health supplement products that significantly impact consumers' impulsive purchases and public safety. During this challenging period, it is crucial to understand the impact of scarcity on customers' impulsive purchases. However, little research has been done in Indonesia on the impact of health supplement scarcity on impulsive purchases. Based on scarcity and SOR theories, this research investigates the impact of scarcity of health supplement products on customers' impulsive purchases during pandemics in Indonesia. In short, the study identified the mechanisms of mediation (fear of missing out) and moderation (social media fake news) in the relationship between scarcity and impulsive purchasing. Ultimately, 170 valid data points were acquired using online surveys, and SmartPLS was used for data analysis. As the results showed that fear of missing out dominates the impact of the scarcity of impulsive purchases. The study provides more information about consumers' impulsive purchases given the scarcity of health supplement products in times of pandemics. Businesses and the Indonesian government can take steps to reduce the impact, hich might help keep the country safe throughout the pandemic.

Author Biographies

Hanifah Putri Elisa, Telkom University

Elisa, Hanifah Putri, earned her Bachelor of Business Administration in 2022 in Business Administration and Master of Business Administration in 2024 in Business Administration from Telkom University. Her research interests include marketing. She has publications in several academic journals such as Cogent Social Sciences and Business Management.

Author’s contact detail: Address: Telkom University, Jalan Telekomunikasi Terusan Buah Batu, 40257 Bandung, Indonesia; phone number: 081388670012;
Email: hanifahptre@student.telkomuniversity.ac.id

Mahendra Fakhri, Telkom University

Fakhri, Mahendra, is currently a doctoral student at Padjadjaran University in Bandung, Indonesia. He earned his bachelor’s degree in economic management from Bandung Islamic University in 2007. And master’s degree in business administration from Bandung Institute of Technology in 2010. His research interests include servant leadership, organizational behavior, and ethics. He has several publications indexed in Scopus. For a complete list of publications.

Author’s contact detail: Address: Telkom University, Jalan Telekomunikasi Terusan Buah Batu, 40257 Bandung, Indonesia; phone number: 081320689495; Email:
mahendrafakhri@telkomuniversity.ac.id

Mahir Pradana, Telkom University

Pradana, Mahir, is an assistant professor at Master of Business Administration program, Telkom University, Indonesia. He earned his PhD in 2021 in Marketing from University of Barcelona and in entrepreneurship from Universidad Pablo de Olavide. His research interests include tourism, marketing, and business innovation. He has several publications in Technology Analysis and Strategic Management, Journal of Islamic Marketing, among others.

Author’s contact detail: Address: Telkom University, Jalan Telekomunikasi Terusan Buah Batu, 40257 Bandung, Indonesia; Email: mahirpradana@telkomuniversity.ac.id

References

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Published
2024-09-02
How to Cite
Elisa, H. P., Fakhri, M., & Pradana, M. (2024). The Impact of Scarcity of Health Supplement Products’ Impacts on Impulsive Purchasing during the COVID-19 Pandemic in Indonesia. Gadjah Mada International Journal of Business, 26(3), 343-369. Retrieved from https://journal.ugm.ac.id/v3/gamaijb/article/view/16182