<![CDATA[This study aims to see whether there is an influence between fear of missing out (FoMO) on impulsive purchases of online food delivery in generation Z. This research method uses a quantitative approach by looking at the causal relationship of a variable with 200 respondents with a birth range of 1997-2012, namely generation Z, who likes making purchases via online food delivery and often follows trends on social media, especially food trends, is a participant in this research. The data collection technique used was a questionnaire via Google Form and distributed online. The sampling technique used is non-probability sampling. This study use two scales: the fear of missing out (FoMO) scale and the impulsive buying scale. The results of this research show that there is a significant positive influence (p < 0.05) between fear of missing out on impulsive purchases of online food delivery in generation Z. This means that the higher a person's FoMO value, the higher the impulse purchasing value. The results of this study can be a consideration for Generation Z individuals so that they are not easily influenced by trends on social media so that they can reduce impulse buying, especially through online food delivery.]]>
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