Pengaruh Fear of Missing Out dan Scarcity Message dalam Konten Tiktok terhadap Impulsive Buying Melalui Emotional Arousal pada Pengguna Skintific

Abstract

This study aims to examine how Fear of Missing Out (FoMo) and Scarcity Messages influence impulsive buying among TikTok users who purchase Skintific products, with Emotional Arousal serving as a mediating variable. This study employs a cross-sectional design and a quantitative approach. Using purposive sampling, 130 respondents were selected based on the following criteria: active TikTok users, individuals who had viewed Skintific content, individuals who had been exposed to content associated with FoMo or scarcity messages, and individuals who had purchased Skintific products. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that, although scarcity messages do not have a significant direct effect on impulsive buying, FoMo has a significant negative effect. However, both scarcity messages and FoMo were found to significantly increase emotional arousal. Furthermore, emotional arousal has a positive and significant effect on impulsive buying. The mediation analysis shows that the effects of scarcity messages and FoMo on impulsive buying are significantly mediated by emotional arousal. These findings demonstrate that the emergence of impulsive buying behavior among TikTok users can largely be explained by consumers’ emotional responses, particularly in the context of purchasing Skintific products.