<![CDATA[The expansion of social commerce through TikTok Shop has reconfigured consumer behavior, particularly in Muslim fashion, as reflected in the increasing tendency of impulsive buying. The convergence of digital entertainment, social interaction, and transactional activities through short video features, live broadcasts, and limited-time promotions creates an immersive and persuasive shopping experience. This phenomenon is influenced by marketing factors, such as influencer marketing and shopping enjoyment, and is reinforced by the psychological condition of Fear of Missing Out (FoMO). This study is useful to investigate the impact of influencer marketing and shopping enjoyment on impulsive buying behavior with FoMO as a mediating variable among consumers of Hijab Paris Jadul Varisha in TikTok Shop. Quantitative steps are utilized with SEM-PLS analysis processed by SmartPLS on data obtained from purposive sampling techniques. The analysis findings show that shopping enjoyment has a significant positive impact on FoMO and impulsive buying, while influencer marketing has no significant impact on impulsive buying. On the other hand, FoMO is proven to mediate the relationship between shopping enjoyment and impulsive buying, but it is unsuccessful in mediating the relationship between influencer marketing and impulsive buying. These findings show that the affective dimension of the shopping experience and the psychological condition of FoMO play a central role in shaping impulsive buying behavior in the social commerce ecosystem]]>
