<![CDATA[This study aims to analyze the effect of Fear of Missing Out (FOMO) on Impulse Buying during TikTok Shop Live Streaming, with Social Proof as a mediating variable. This research employed a quantitative approach using an explanatory research method. Data were collected through questionnaires distributed to 50 undergraduate Business Administration students at IBM asmi selected using purposive sampling. The data were analyzed using Jamovi through linear regression and mediation analysis. The results indicate that FOMO has a positive and significant effect on Impulse Buying, with a coefficient value of 0,183 and a significance value of 0,038. FOMO also has a positive and significant effect on Social Proof, with a coefficient value of 0,290 and a significance value of <0,001. Meanwhile, Social Proof has no significant effect on Impulse Buying, with a coefficient value of 0,139 and a significance value of 0,366. Furthermore, Social Proof does not significantly mediate the relationship between FOMO and Impulse Buying, with an indirect effect value of 0,0404 and a significance value of 0,382. These findings indicate that FOMO plays a more dominant role in encouraging Impulse Buying among students than Social Proof. Although FOMO can increase Social Proof, it is not sufficient to mediate the relationship between FOMO and Impulse Buying]]>
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