Brand Awareness as a Mediator of the Influence of Endorsement Marketing and Product Scarcity Appeal on Impulse Buying: A Study on Mykonos Perfume Products

Abstract

This study investigates the mediating role of brand awareness in the relationship between endorsement marketing and product scarcity appeal on impulse buying behavior among consumers of Mykonos perfume products in Indonesia. The research is motivated by the increasing prevalence of digitally driven impulse purchases and the strategic use of influencer endorsements and limited-edition product releases in the local perfume market. A quantitative approach was employed using a cross-sectional survey design, with data collected from 150 respondents who met specific criteria related to brand familiarity and purchasing experience. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test both direct and mediating relationships. The results reveal that endorsement marketing and product scarcity appeal significantly influence impulse buying, both directly and indirectly through brand awareness. Additionally, both independent variables were found to significantly increase brand awareness, which in turn amplifies consumers’ likelihood of making spontaneous purchases. These findings underscore the strategic importance of brand awareness in digital marketing communication and highlight the need for transparent scarcity messaging and authentic influencer-brand alignment. Theoretically, the study contributes to the literature by clarifying the mediating function of brand awareness in impulsive purchasing contexts, while practically offering guidance for marketing strategies aimed at enhancing consumer engagement and purchase behavior in competitive digital marketplaces.