Pengaruh Scarcity Marketing dan Gamifikasi Shopee Terhadap Impulse Buying Mahasiswa Pengguna Shopee

Scarcity marketing and gamification are commonly used in e-commerce platforms to attract consumers and encourage purchasing decisions. However, their relationship with students’ impulse buying behavior requires further examination. This study aims to analyze the effects of Shopee’s scarcity marketing and gamification on impulse buying among student users. A quantitative approach was employed using a survey method, with data collected from 30 respondents. The data were analyzed using multiple linear regression and statistical significance tests. The results indicate that scarcity marketing has a negative but statistically insignificant effect on impulse buying (regression coefficient = −0.195; significance = 0.449). Shopee gamification has a positive but statistically insignificant effect (regression coefficient = 0.274; significance = 0.336). Simultaneously, the two independent variables do not significantly affect impulse buying (F = 0.504; significance = 0.610). These findings suggest that, within the scope of this sample, scarcity marketing and gamification are insufficient to explain students’ impulse buying behavior. Further research involving larger samples and additional consumer-related variables is recommended.