The Influence of Scarcity Message and Hedonic Shopping Motivation on Impulse Buying Through Perceived Enjoyment and its Impact on Post-Purchase Dissonance at Shopee Live

Based on sales data during live streaming, Shopee Live in Indonesia experienced an increase of nearly six times compared to when live streaming was not conducted. This shows a positive correlation between the organization of Shopee Live and the increase in order volume. This phenomenon creates irrational consumer behavior, known as impulse buying, which refers to purchases made spontaneously without prior planning. This study aims to examine how scarcity message and hedonic shopping motivation influence impulse buying through perceived enjoyment, as well as their impact on post-purchase dissonance at Shopee Live. The research uses quantitative methods with Structural Equation Modeling (SEM) analysis using SmartPLS 4, involving 300 valid respondents. The results showed that scarcity message and hedonic shopping motivation have a positive and significant effect on impulse buying through perceived enjoyment, which in turn affects post-purchase dissonance. This research is expected to provide insights for e-commerce businesses to design marketing strategies that not only increase sales and reduce the negative impact of impulse buying but also encourage repeat purchases and foster long-term customer loyalty