The global economy, public health, and markets are now being greatly affected by the spread of COVID-19. Indonesia is one of the countries affected. These effects cause fear, panic, and anxiety for many people. When a lockdown is applied, panic buying becomes a reliable feature during the COVID-19 pandemic. Therefore, it is imperative to investigate consumer purchasing behavior during COVID-19 to understand the phenomenon better and provide management insights to policymakers and marketers. Under the guidelines of scarcity model theory and the Stimuli-Organism-Response (SOR) model, this research investigates the impact of scarcity of health supplement products on customers' impulsive purchases during pandemics in Indonesia. The research method used in this research is quantitative method with descriptive-causality research type. Sampling was done by non-probability sampling technique used is simple random sampling with 168 respondents. The data analysis technique used was descriptive analysis and simple regression analysis. The results show that scarcity and perceived value have an effect on impulse buying.

Keywords: Scarcity, Impulse Buying, Perceived Value