<![CDATA[This study aims to analyze the influence of Brand Image, Fear of Missing Out (FOMO), and Price Discount on impulse buying behavior for skincare products on the Shopee e-commerce platform. In the rapidly evolving digital era, consumer purchasing patterns have shifted toward online platforms, where psychological and promotional factors significantly drive unplanned purchases. This research employs a quantitative approach with data collected through questionnaires distributed to respondents who have purchased skincare products on Shopee. The sampling technique used is purposive sampling, and the data are analyzed using multiple linear regression. The results indicate that Brand Image, FOMO, and Price Discount simultaneously have a significant effect on impulse buying behavior. Partially, Brand Image has a positive and significant effect, indicating that a strong brand perception encourages spontaneous purchases. FOMO also shows a positive and significant influence, reflecting consumers’ tendency to make quick purchasing decisions due to fear of missing out on trends or limited offers. Meanwhile, Price Discount has a positive and significant impact, demonstrating that promotional pricing strategies effectively stimulate impulsive buying behavior. These findings suggest that psychological and marketing factors play an essential role in shaping consumer behavior in e-commerce environments.]]>
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