The Effect of Influencer Marketing and Flash Sales on Impulse Buying, Mediated by FOMO and Brand Trust (A Study of Gen Z TikTok Shop Users’ Behavior in Bali)

Ni Made Ayu Diah Utari (Universitas Mahasaraswati Denpasar, Bali, Indonesia.)
A.A. Putu Agung (Universitas Mahasaraswati Denpasar, Bali, Indonesia.)
I Gusti Ngurah Agung Gede Eka Teja Kusuma (Universitas Mahasaraswati Denpasar, Bali, Indonesia.)
Ni Putu Nita Anggraini (Universitas Mahasaraswati Denpasar, Bali, Indonesia.)

Dinasti International Journal of Economics, Finance & Accounting (DIJEFA)
Vol. 7 No. 3 (2026): Dinasti International Journal of Economics, Finance & Accounting (July - August

This study aims to analyze the effect of influencer marketing and flash sale promotion on impulse buying mediated by fear of missing out (FOMO) and brand trust among Generation Z TikTok Shop users in Bali. The research applies a quantitative approach with a causal associative design based on the Stimulus-Organism-Response (S-O-R) theory. The sample consists of 250 Generation Z consumers aged 18-26 years selected through purposive sampling, and data were collected using an online questionnaire with a five-point Likert scale. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The results show that influencer marketing and flash sale have a positive and significant effect on FOMO, brand trust, and impulse buying. FOMO and brand trust also have a positive and significant effect on impulse buying. Furthermore, FOMO and brand trust are proven to partially mediate the effect of influencer marketing and flash sale on impulse buying. These findings confirm that digital marketing stimuli shape impulsive purchasing behavior not only directly but also through consumers' psychological conditions.