<![CDATA[The phenomenon in this study shows that impulsive consumers in making purchases will help increase product sales, but this impulsive habit is also not justified. Impulsive habits make consumers have a free lifestyle without limits. This study uses a quantitative approach with a cross-sectional design to examine the effect of customer engagement and discounts on impulsive buying through brand loyalty. The population consisted of TikTok users and Skintific product users, with a sample of 200 respondents selected through simple random sampling. Data analysis included validity and reliability tests, structural model evaluation, and hypothesis testing using Smart PLS bootstrapping. The results show that customer engagement and discounts have a positive effect on impulsive buying, mediated by brand loyalty. The combined effect of engagement and discounts strengthens brand loyalty and impulsive buying behavior more effectively. These findings indicate that brand loyalty functions as a mediating variable linking the influence of customer engagement and discounts on impulsive buying. The implications of this study are the importance of marketing strategies that combine consumer engagement and discount incentives to build brand loyalty and encourage impulsive buying behavior, as well as providing insights for business actors in designing digital marketing strategies on the TikTok platform.]]>
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