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All Journal Jurnal Dinamis Jurnal Ekonomi Modernisasi JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi) Journal of Secretary and Business Administration JURISMA: Jurnal Riset Bisnis & Manajemen JOURNAL OF APPLIED BUSINESS ADMINISTRATION The International Journal of Business Review (The Jobs Review) Business Journal : Jurnal Bisnis Dan Sosial Cakrawala Repositori Imwi Jurnal Syntax Transformation Jurnal Aplikasi Manajemen, Ekonomi dan Bisnis Charity : Jurnal Pengabdian Masyarakat Journal of Applied Business, Taxation and Economics Reseach Prosiding Konferensi Nasional PKM-CSR Jurnal Sosiologi Pertanian dan Agribisnis Jurnal Ilmu Administrasi Negara Journal of the Community Development in Asia Asia Pacific Journal of Management and Education DEVICE : JOURNAL OF INFORMATION SYSTEM, COMPUTER SCIENCE AND INFORMATION TECHNOLOGY Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management Journal of Multidisciplinary Inquiry in Science, Technology and Educational Research Jurnal Manajemen Maranatha
Syahputra Syahputra
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Journal : Journal of the Community Development in Asia

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The Mediating Role of Visual Appeal in the Influence of Emotional Appeal and FOMO on Impulsive Buying Tambunan, Otari Adelia; Syahputra, Syahputra; Madiawati, Putu Nina
Journal of The Community Development in Asia Vol 8, No 2 (2025): May 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i2.3922

Abstract

Indonesia's cosmetics industry experienced a growth of 21.9%, increasing from 913 companies in 2022 to 1,010 companies by mid-2023. During January to November 2023, exports of cosmetics, fragrances, and essential oils reached USD 770.8 million (KKBPRI, 2024). Skintific has emerged as one of the popular skincare brands in Indonesia, leveraging high-quality products and dynamic social media campaigns, particularly on platforms like Instagram and TikTok. This research explores the effects of emotional appeal and Fear of Missing Out (FOMO) on impulsive buying during TikTok flash sales, with visual appeal acting as a mediating factor. Utilizing a quantitative approach with 385 Skintific users from Indonesia, data were analyzed using SMART PLS version 3.1. The findings reveal that both emotional appeal and FOMO have a direct and significant positive impact on impulsive buying and visual appeal. Visual appeal itself significantly influences impulsive buying. Moreover, emotional appeal and FOMO also indirectly affect impulsive buying behavior through the enhancement of visual appeal.
Co-Authors Aditya Wardhana Aldo Putra Kusuma Almaida, Nisya Anak Agung Gde Agung Andorra, Dyana Arisyanti, Faiza Iffa Arry Widodo Astadi Pangarso Axchell Azka, Kansanida Ghaniya Baladhika, Nicole Kansa Kostra Baskara, Muhamad Br Karo, Ella Manisa Budi Rustandi Kartawinata Christian Bernard Gunawan Devie Ryana Suchendra Fadillah, Mohammad Fakhsi Fahira, Luwisca Faisal Dava Fikriansyah Fauzi, Muhammad Luthfi Fauziah, Ismi Al Febri Yuliani Febriantika, Rifda Zahra Flaviana, Aneu Karlob Gifani, Auliannisa Gunawan, Tedi Haryady, Arys Naufal Hendriawan, Mochamad Izza Ryan Kristina Sisilia Luh Putu Ratna Sundari Luwisca Fahira Mahir Pradana Mangruwa, Rajiv Marlindia Ike Sari Novena Allowcya Regina Caeli br. Tarigan Putri, Anida Juliana Putu Nina Madiawati Rajiv Dharma Mangruwa Raphaela Medisa Rini Handayani Roni Riandi Seto Perbowo, Grahatama Windhu Silaban, Ester Riski Safira Suherman Suherman Syakhilla, Nurfarahim Tambunan, Otari Adelia Tasya Salsabiila Yasir, Amru Zaili Rusli