<![CDATA[This study aims to analyze and explain the influence of Brand Ambassador, Personalization, and Fear of Missing Out (FOMO) on the Impulse Buying behavior of Generation Z on e-commerce platforms in Surabaya. The research method employed is quantitative with a causal associative approach. The population for this study consists of Generation Z individuals in Surabaya, with a sample size of 391 respondents determined through a non-probability sampling technique using a purposive sampling approach. Data were collected via questionnaires and analyzed using multiple linear regression. The results indicate that, simultaneously, Brand Ambassador, Personalization, and FOMO have a positive influence on the Impulse Buying behavior of Generation Z in Surabaya. Partially, Brand Ambassador has a positive effect through the attractiveness of public figures that build emotional engagement. Personalization has a positive effect through relevant recommendation algorithms that simplify the product search process. Similarly, FOMO has a positive effect as a result of social anxiety regarding missing out on viral lifestyle product trends. The integration of these three variables is proven to create a persuasive shopping experience and trigger unplanned purchasing actions. Keywords: Brand Ambassador; FOMO; Generation Z; Impulse Buying; Personalization.]]>
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