<![CDATA[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.]]>
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