<![CDATA[The This study aims to analyze the influence of Fear of Missing Out (FOMO), Online Customer Review, and Shopping Lifestyle on Impulse Buying among cosmetic product consumers in Tuban Regency. This study uses a quantitative approach with an associative research type. The population in this study are cosmetic product consumers in Tuban Regency. The sampling technique uses non-probability sampling with a sample size of 100 respondents. Data were collected through distributing questionnaires using a Lik ert scale to consumers who have purchased cosmetic products. Furthermore, the data were analyzed using the SPSS 25 application through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination tests. The results of the study indicate that partially Fear of Missing Out (FOMO) has a positive but insignificant effect on Impulse Buying. Online Customer Review has a negative and significant effect on Impulse Buying, which indicates that the better the customer reviews, the lower the tendency for impulsive buying. Meanwhile, Shopping Lifestyle has a positive and significant effect on Impulse Buying, which means that the higher a person's shopping lifestyle, the higher the tendency for impulsive buying. Simultaneously, Fear of Missing Out (FOMO), Online Customer Review, and Shopping Lifestyle have a significant influence on Impulse Buying, so that these three variables together are able to explain impulsive buying behavior among cosmetic product consumers in Tuban Regency.]]>
