Implikasi Scarcity Marketing terhadap Impulse Buying Produk Skincare Pengguna Tiktok Shop Melalui Emotional Arousal dan FoMO

Lutfi Asfa Hafi Firdausy; Edwin Zusrony; Sri Murtini; Sutari Sri Rejeki

doi:10.59603/ppiman.v4i4.1486

Authors

Lutfi Asfa Hafi Firdausy Universitas Sains dan Teknologi Komputer
Edwin Zusrony Universitas Sains dan Teknologi Komputer https://orcid.org/0000-0002-7298-3283
Sri Murtini Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0001-8455-6377
Sutari Sri Rejeki Universitas Sains dan Teknologi Komputer https://orcid.org/0009-0004-6779-9037

DOI:

https://doi.org/10.59603/ppiman.v4i4.1486

Keywords:

Scarcity Marketing, Impulse Buying, Emotional Arousal, FoMO, TikTok Shop

Abstract

This study aims to analyze the influence of scarcity marketing on impulse buying of skincare products among TikTok Shop users in Semarang Regency, with emotional arousal and Fear of Missing Out (FoMO) as intervening variables. The phenomenon of scarcity marketing, which is increasingly used by skincare sellers on the TikTok Shop platform, is considered capable of triggering emotional and psychological responses in consumers that ultimately drive impulsive purchases. The respondents in this study consisted of 70 active TikTok Shop users who had previously purchased skincare products in Semarang Regency, selected using purposive sampling technique. The data analysis technique used is Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS software version 4.1.1.8. The research results show that scarcity marketing has a positive and significant effect on impulse buying, both directly and thru the mediation of emotional arousal and FoMO. These findings indicate that product scarcity communicated urgently can evoke emotional excitement and fear of missing out, which in turn strengthens the tendency for spontaneous purchases. This research provides a theoretical contribution to the development of digital consumer behavior literature, as well as practical implications for skincare entrepreneurs in designing marketing strategies based on social media platforms.

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