The role of Impulsive Buying in Mediating The Influence of Fear of Missing Out (FoMO) and Perceived Product Quality on Skintific Skincare Purchase Decisions

E-commerce in Indonesia has experienced rapid growth in recent years, particularly with the rise of TikTok Shop. Many TikTok Shop users belong to Generation Z, drawn by the ease of purchasing and the influence of viral video recommendations for specific products. One product currently trending among Generation Z is Skintific skincare, bolstered by numerous advertisements highlighting its benefits. This study aims to examine and analyze the role of impulsive buying in mediating the effects of fear of missing out (FoMO) and perceived product quality on purchasing decisions for Skintific skincare. A quantitative descriptive research design was employed, utilizing an online survey of TikTok app users, specifically Generation Z. As the total population size was unknown, the sample size was determined using Leedy's formula, resulting in a sample of 385 Generation Z individuals. Data were analyzed using the Partial Least Squares (PLS) statistical method. The results indicate that FoMO and perceived product quality have a positive and significant effect on impulsive buying, and FoMO has a positive and significant effect on purchasing decisions; however, impulsive buying and perceived product quality do not have a significant effect on purchasing decisions. Impulsive buying does not mediate the influence of FoMO or perceived product quality on Skintific skincare purchasing decisions. It is recommended that Skintific continue to leverage digital marketing strategies via TikTok Shop by creating engaging content and creative promotions, as well as strengthening marketing strategies that heighten consumer FoMO.