The Role of Hedonic Value Mediation in the Relationship Between Flash Sales, Fear of Missing Out (FOMO), and Impulsive Buying Behavior of Aerostreet Consumers

This study analyzes the influence of flash sales and FOMO on impulsive buying with hedonic value as a mediating variable among Aerostreet consumers. Using a quantitative approach with 160 respondents collected through an online survey, the data were analyzed using PLS-SEM. The results indicate that flash sales, FOMO, and hedonic value have a significant positive effect on impulsive buying. Additionally, hedonic value partially mediates the effects of flash sales and FOMO on impulsive buying. These findings highlight the importance of urgency-driven promotions and emotional shopping experiences in stimulating spontaneous consumer purchases. Keywords: Flash Sale, Fear of Missing Out (FOMO), Hedonic Value, Impulsive Buying, Consumer Behavior, E-commerce Marketing, Urgency Promotion, Emotional Shopping Experience