<![CDATA[This study aims to examine the effect of Real-Time Scarcity Cues and Fear of Missing Out (FOMO) on Impulse Buying behavior among users of the TikTok Live Shopping feature. The research was conducted on students of the Bachelor of Business Administration Program at Institut Bisnis dan Multimedia asmi (IBM asmi) Jakarta. The interactive nature of Live Shopping is considered capable of generating psychological pressure through signals of product scarcity and consumers' concerns about missing trends or attractive offers. This research employed a quantitative approach with a sample of 50 student respondents. Data were collected through questionnaires designed to measure respondents' perceptions of the research variables. The data were then analyzed using multiple linear regression with the assistance of Jamovi statistical software. The findings indicate a very strong relationship between Real-Time Scarcity Cues and Fear of Missing Out (FOMO) and Impulse Buying behavior, as reflected by a correlation coefficient (R) of 0.838. In addition, the coefficient of determination (R2) of 0.702 suggests that 70.2% of the variation in Impulse Buying behavior can be explained by the two independent variables, while the remaining 29.8% is influenced by other factors outside the research model, such as price, promotional activities, and individual characteristics. Based on these results, it can be concluded that the combination of real-time scarcity signals and a high level of FOMO significantly encourages students to engage in impulsive purchasing during TikTok live-streaming sessions]]>
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