<![CDATA[This study aims to analyze the effect of Fear of Missing Out (FOMO) and brand trust on purchase decisions through impulsive buying behavior for Timephoria cosmetic products in Denpasar City. The research employs a quantitative approach involving 144 Gen Z and young adult respondents who reside in Denpasar, have purchased Timephoria products within the last six months, and are active social media users. Data were collected using a Likert-scale questionnaire and analyzed with Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS 4.0. The results show that FOMO and brand trust have a positive and significant effect on both impulsive buying behavior and purchase decisions. Impulsive buying behavior also has a positive and significant effect on purchase decisions and acts as a partial mediating variable in the relationship between FOMO and brand trust with purchase decisions, as indicated by VAF values of 43.2% and 25.1%, respectively. R² values of 0.568 for impulsive buying behavior and 0.634 for purchase decisions indicate that the model has strong predictive power in explaining Timephoria consumers’ behavior. These findings confirm that marketing strategies based on urgency, exclusivity (time-limited experience), and strengthened brand trust are effective in encouraging impulsive purchases and accelerating purchase decision-making among young consumers in the digital era. Kata kunci: Fear of Missing Out (FOMO), kepercayaan merek, perilaku pembelian impulsif, keputusan pembelian]]>
