<![CDATA[ABSTRAK Perkembangan e-commerce telah mengubah perilaku masyarakat dalam berbelanja. Keberadaan Electronic Word of Mouth berupa tanggapan, komentar, serta penilaian dari pengguna lain, serta Fear of Missing Out dapat mendorong terjadinya Impulse Buying. Penelitian ini disusun dengan tujuan guna menganalisis pengaruh Electronic Word of Mouth dan Fear of Missing Out terhadap Impulse Buying pada Pengguna Shopee di Kota Depok. Penelitian ini menerapkan metode kuantitatif yang didukung oleh pendekatan asosiatif berdasarkan data yang dikumpulkan dengan menyebarkan kuesioner ke 100 pengguna Shopee di Kota Depok sebagai responden. Prosedur analisis data yang diterapkan adalah uji t, uji F, dan uji koefisien determinasi. Hasil penelitian mengungkapkan bahwa Electronic Word of Mouth berpengaruh positif serta signifikan terhadap Impulse Buying. Hal ini mengindikasikan bahwa secara parsial Electronic Word of Mouth dapat meningkatkan Impulse Buying melalui ulasan dan informasi produk. Sedangkan Fear of Missing Out juga mempunyai pengaruh yang positif dan signifikan terhadap Impulse Buying, sehingga meningkatkan kecenderungan pembelian impulsif. Kedua variabel independen yaitu Electronic Word of Mouth dan Fear of Missing Out, secara simultan berpengaruh signifikan terhadap Impulse Buying pada pengguna Shopee di Kota Depok. Temuan penelitian ini memiliki manfaat praktis bagi Shopee dan pelaku usaha yang berjualan di platform Shopee untuk meningkatkan kualitas informasi produk, ulasan pelanggan, dan strategi promosi guna mendorong Impulse Buying. ABSTRACT The growth of e-commerce has changed people’s shopping behavior. Electronic Word of Mouth in the form of feedback, comments, and ratings from other users along with the Fear of Missing Out, can drive impulse buying. This study was designed to analyze the influence of Electronic Word of Mouth and Fear of Missing Out on impulse buying among Shopee users in Depok. This study employed a quantitative method supported by an associative approach based on data collected by distributing a questionnaire to 100 Shopee users in Depok as respondents. The data analysis procedures applied were the t-test, F-test, and coefficient of determination test. The results reveal that Electronic Word of Mouth has a positive and significant effect on impulse buying. This indicates that, in part, Electronic Word of Mouth can increase impulse buying through product reviews and information. Meanwhile, Fear of Missing Out also has a positive and significant effect on impulse buying, thereby increasing the tendency toward impulsive purchases. Both independent variables Electronic Word of Mouth and Fear of Missing Out simultaneously have a significant effect on impulse buying among Shopee users in Depok. The findings of this study have practical implications for Shopee and businesses selling on the Shopee platform to improve the quality of product information, customer reviews, and promotional strategies in order to encourage impulse buying. ]]>
