<![CDATA[This study aims to analyze the influence of Fear of Missing Out (FOMO), self-control, and ease of use on impulsive buying behavior among Generation Z in Surabaya through TikTok Shop's live shopping feature. With Indonesia's internet penetration reaching 80.66% in 2025 and TikTok Shop emerging as the second most popular e-commerce platform in Indonesia with a 27.37% market share, the digital environment increasingly fosters spontaneous consumer behavior. This study employed an associative quantitative approach with purposive sampling, involving 153 Generation Z respondents who actively use TikTok Shop's live shopping feature in Surabaya, of which 151 met the analysis criteria. Data were collected through a structured questionnaire and analyzed using multiple linear regression. Results indicate that FOMO, self-control, and ease of use simultaneously exert a significant influence on impulsive buying (F=34.613; p<0.001; R²=0.414). Partially, FOMO (β=0.720; t=9.627; p<0.001) and ease of use (β=0.253; t=2.312; p=0.022) positively and significantly predict impulsive buying, while self-control (β=-0.094; t=-0.650; p=0.517) shows no significant effect. These findings imply that digital platforms should consider psychological and technological factors when designing responsible marketing strategies targeting young consumers.]]>
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