The Effect of Social Media Marketing and Collaboration on Impulse Buying with the Mediation of Scarcity Perception on Aerostreet Products in Surabaya
Abstract
The rapid growth of digital marketing and limited-edition brand collaboration strategies has driven a rise in impulse buying among local fashion consumers, as reflected in the phenomenon of Aerostreet's collaboration products, which frequently trigger consumers' perception of scarcity. This study aims to analyze the influence of Social Media Marketing and Collaboration on Scarcity Perception and Impulse Buying, and to examine the mediating role of Scarcity Perception in these relationships among Aerostreet consumers in Surabaya. A quantitative explanatory approach with a cross-sectional design was employed, involving 260 respondents selected through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that Social Media Marketing and Collaboration each have a significant positive effect on both Scarcity Perception and Impulse Buying, while Scarcity Perception acts as a partial mediator in both relationships. These findings imply that digital marketing and collaboration strategies managed effectively, combined with the reinforcement of scarcity perception, can strengthen impulsive purchasing behavior among local fashion product consumers, offering practical insight for brand managers designing collaboration-based marketing campaigns.
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