The Influence of Utilitarian Values and Flash Sale Method on Women's Skincare Online Purchase Decisions with the Moderation of Joy of Missing Out (JOMO)

Purpose: This study aims to analyze the influence of Utilitarian Values and the Flash Sale Method on online purchase decisions for women's skincare products on Shopee, as well as to examine the role of the Joy of Missing Out (JOMO) as a moderating variable. Research Method: A quantitative approach with an associative research design was employed. The sample consisted of 110 female consumers who had previously purchased skincare products via Shopee. Data were collected using questionnaires and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). Results and Discussion: The results indicate that Utilitarian Values have a positive and significant effect on online purchase decisions. These findings suggest that the greater the functional benefits perceived by consumers, such as cost savings, convenience, affordability, and added benefits, the higher the likelihood of them making a purchase decision. The Flash Sale Method also has a positive and significant effect on online purchase decisions; factors such as discount magnitude, promotional frequency, duration, product availability, and promotional appeal effectively drive consumer purchasing decisions. Furthermore, JOMO acts as a positive though statistically insignificant moderator in the relationship between Utilitarian Values and online purchase decisions, so the tendency of JOMO to strengthen this relationship has not been statistically proven. Meanwhile, JOMO acts as a negative and statistically significant moderator in the relationship between the Flash Sale Method and online purchase decisions. These findings indicate that JOMO tends to reduce consumer sensitivity to flash sale stimuli. Implications: The research results provide some practical implications for skincare business players and marketing managers on Shopee, such as prioritizing communication of functional value and cost savings, as well as optimizing Flash Sales by improving the duration and quality of promotional information. Originality: A lot of research looks into how Fear of Missing Out (FOMO) moderates or mediates the effect of flash sales on purchase decisions. However, studies on JOMO as another psychological factor are still very limited, especially in the e-commerce field.