THE INFLUENCE OF PERCEIVED SCARCITY AND ATTITUDE TOWARD NEGATIVE E-WOM ON PANIC BUYING COVID-19 PREVENTION PRODUCTS IN JABODETABEK WITH CONSUMER ANXIETY AS MEDIATION

Abstract

This study aims to determine the effect of perceived scarcity, attitude toward negative e-WOM, and consumer anxiety on panic buying and the effect of perceived scarcity on panic buying with consumer anxiety as mediation in COVID-19 prevention products in Jabodetabek. The research data collection used a research instrument in the form of a questionnaire. The sampling technique used purposive sampling. The research sample was 202 respondents with the criteria that they live in Jabodetabek, are at least 17 years old, and have purchased COVID-19 prevention products. The results showed that perceived scarcity, attitudes towards negative e-WOM, and consumer anxiety have a positive and significant effect on panic buying. Perceived scarcity has a significant effect on consumer anxiety. In the mediation variable, consumer anxiety mediates the effect of perceived scarcity on panic buying. Further research can be developed with coverage of different types of panic-buying products and coverage of different variables such as price variables, social contagion, government intervention, media exposure, and other aspects of psychological variables such as uncertainty variables, and perceived threats.