FOMO and Flash Sales Driving Impulsive Skincare Purchases: The Mediating Role of Spontaneity in Gen Z
DOI:
https://doi.org/10.32832/jm-uika.v17i2.23065Keywords:
Flash sale, FoMO, Spontaneity, Impulsive Buying, MSMEsAbstract
Study examines the influence of Fear of Missing Out (FOMO) and flash sales on impulsive purchases of skincare products by Generation Z in Indonesia, with an emphasis on the mediating role of spontaneity in the decision-making process. Using the Stimulus-Organism-Response (SOR) theoretical framework and the PLS-SEM approach, this study involved 339 respondents from Bogor City who actively shop through social commerce. The results show that FOMO and flash sales significantly influence spontaneity, which then acts as a mediator in driving impulsive buying behaviour. These findings confirm that psychological factors are more influential than direct promotional stimuli and emphasize the importance of digital marketing strategies that can evoke emotions and a sense of urgency. The practical implication is that MSMEs can leverage this phenomenon through content that creates a sense of exclusivity and urgency, to increase sales effectively and sustainably in the digital era.
References
Alfina, Hartini, S., & Mardhiyah, D. (2023). FOMO related consumer behavior in marketing context: A systematic literature review. Cogent Business & Management, 10(3), 2250033. https://doi.org/10.1080/23311975.2023.2250033
Bakioğlu, F., Deniz, M., Griffiths, M.D., & Pakpour, A.H. (2022). Adaptation and validation of the Online-Fear of Missing Out Inventory into Turkey and the association with social media addiction, smartphone addiction, and life satisfaction. BMC Psychology, 10(1), 1–10. https://doi.org/10.1186/s40359-022-00856-y
Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169–191. https://doi.org/10.1016/S0022-4359(99)80092-X
Çelik, I. K., Eru, O., & Cop, R. (2019). The Effects of Consumers' FoMo Tendencies On Impulse Buying and The Effects of Impulse Buying on Post-Purchase Regret: An Investigation on Retail Stores*. BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 10(3), 124. https://doi.org/10.70594/brain/v10.i3/13
Christanto, JM, & Aprillia, A. (2023). The Role of Emotion as a Mediating Variable in Shopee Flash Sale and Impulsive BuyingChristanto, JM, & Aprillia, A. (2023). The Role of Emotion as a Mediating Variable in Shopee Flash Sale and Impulsive Buying. Sang Pencerah: Scientific Journal of Muhammadiyah University of Buton, 9(1), 55–67.
Cialdini, R.B. (2009). Influence: The Psychology of Persuasion. HarperCollins.
Grigoreva, EA, Garifova, L.F., & Polovkina, EA (2021). Consumer Behavior in the Information Economy: Generation Z. International Journal of Financial Research, 12(2), 164. https://doi.org/10.5430/ijfr.v12n2p164
Hair, J.F. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second edition). SAGE.
Hair, J.F. (2022). A primer on partial least squares structural equation modeling (PLS-SEM)(Third edition). SAGE.
Hair, J.F., Risher, J.J., Sarstedt, M., & Ringle, C.M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11- 2018-0203
Huang, SC, Silalahi, ADK, Eunice, IJ, & Riantama, D. (2024). Understanding impulse buying in E-commerce: The Big Five traits perspective and moderating effect of time pressure and emotions. Telematics and Informatics Reports, 15(April), 100157.
https://doi.org/10.1016/j.teler.2024.100157
Iyer, G.R., Blut, M., Xiao, S.H., & Grewal, D. (2020). Impulse buying: A meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384–404. https://doi.org/10.1007/s11747- 019-00670-w
Lamis, SF, Handayani, PW, & Fitriani, WR (2022). Impulse buying during flash sales in the online marketplace. Cogent Business & Management, 9(1), 2068402.
https://doi.org/10.1080/23311975.2022.2068402
2024 Annual Report(p. 83). (2025). Directorate of Cosmetics Supervision - POM Agency.
Pramudyasari, AR, & Soetjiningsih, CH (2023). Self-Control and Impulsive Purchase of Beauty Products Among Members of the Discountfess Community, E-Commerce Users. Jurnal Ilmiah Psyche, 17(2), 85–98. https://doi.org/10.33557/jpsyche.v17i2.2778
Przybylski, A.K., Murayama, K., DeHaan, C.R., & Gladwell, V. (2013). Motivational, emotional, and behavioral correlates of fear of missing out. Computers in Human Behavior, 29(4), 1841– 1848. https://doi.org/10.1016/j.chb.2013.02.014
Rani, N.M., & S, C. (2023). A Study on Impulsive Buying Behavior in Online Shopping. International Journal of Professional Business Review, 8(3), e01237. https://doi.org/10.26668/businessreview/2023.v8i3.1237
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105
Said, LR, Anggela, M., & Fariany, GR (2023). Online Purchase Decision of Gen Z Students at Shopee Marketplace. International Journal of Professional Business Review, 8(5), e01187. https://doi.org/10.26668/businessreview/2023.v8i5.1187
Scholarworks, S., Hudson, S., & Hudson, S. W. (2018). Impact of generation Z on the future of business and Impact of generation Z on the future of business and management strategies management strategies Impact of Generation Z on the Future of Business and Management Strategies.
Silalahi, ADK, Phuong, DTT, Tedjakusuma, AP, Eunike, IJ, & Riantama, D. (2025). How does time pressure shape impulsive buying behavior? Hedonic vs. Utilitarian values emerge as a key driver on E-commerce platforms. Digital Business, 5(2), 100138.
https://doi.org/10.1016/j.digbus.2025.100138
Silvera, D.H., Lavack, A.M., & Kropp, F. (2008). Impulse buying: The role of affect, social influence, and subjective well-being. Journal of Consumer Marketing, 25(1), 23–33. https://doi.org/10.1108/07363760810845381
Song, Z., Liu, C., & Shi, R. (2022). How Does Fresh Live Broadcast Impact Consumers' Purchase Intention? Based on the SOR Theory. Sustainability, 14(21), 14382.
https://doi.org/10.3390/su142114382
Waluyo, D. (2024, August). Indonesian Cosmetics Market Soars 48 Percent, Opportunity for SMEs to Innovate. Indonesian Information Portal. https://indonesia.go.id/kategori/editorial/8516/pasar-kosmetik-indonesia-melesat-48-persen- peluang-ikm-berinovasi?lang=1
Wu, Y., & Huang, S. (2018). Optimal Pricing for Flash Sale Considering Stock Value and Amount of Unique Visitors. Proceedings of the 4th International Conference on Industrial and Business Engineering, 75–79. https://doi.org/10.1145/3288155.3288179
Yaputri, MS, Dimyati, D., & Herdiansyah, H. (2022). Correlation Between Fear Of Missing Out (FoMO) Phenomenon And Consumptive Behavior In Millennials. Eligible : Journal of Social Sciences, 1(2), 116–124. https://doi.org/10.53276/eligible.v1i2.24.
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
