Perilaku Impulsive Buying Model SEIR pada Mahasiswa saat Flash Sale TikTok
DOI:
https://doi.org/10.53696/venn.v5i3.470Keywords:
impulsive buying, flash sale, model SEIR, TikTok Shop, literasi finansialAbstract
Perilaku impulsive buying pada mahasiswa semakin menguat seiring berkembangnya social commerce dan strategi flash sale TikTok Shop. Fenomena ini tidak hanya muncul sebagai keputusan konsumsi individual, tetapi juga menyebar melalui paparan algoritma, live streaming, tekanan teman sebaya, dan fear of missing out. Penelitian ini bertujuan menyusun artikel pemodelan matematika tipe SEIR untuk menggambarkan dinamika penyebaran perilaku impulsive buying pada mahasiswa selama periode flash sale. Metode yang digunakan adalah pendekatan kuantitatif deskriptif-analitis melalui formulasi sistem persamaan diferensial, penentuan titik kesetimbangan, perhitungan bilangan reproduksi dasar, analisis kestabilan lokal, dan simulasi numerik. Populasi mahasiswa dibagi ke dalam empat kompartemen, yaitu susceptible atau mahasiswa rentan, exposed atau mahasiswa terpapar promosi dan FOMO, infectious atau mahasiswa yang melakukan pembelian impulsif aktif, dan recovered atau mahasiswa yang sadar secara finansial. Hasil analisis menunjukkan bahwa titik kesetimbangan bebas perilaku konsumtif adalah E0=(Λ/μ,0,0,0), sedangkan bilangan reproduksi dasar diperoleh R0=βΛσ/[μ(σ+μ)(γ+μ)]. Dengan parameter baseline, nilai R0=4,857>1 sehingga perilaku impulsive buying berpotensi menetap dan menyebar dalam populasi mahasiswa. Simulasi numerik memperlihatkan penurunan kelas rentan, peningkatan kelas impulsif aktif, dan pertumbuhan kelas sadar finansial setelah fase puncak. Temuan ini menegaskan pentingnya penguatan literasi finansial, pengendalian paparan promosi, dan edukasi konsumsi digital sebagai strategi menurunkan laju penyebaran perilaku konsumtif.Downloads
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