<![CDATA[This research is based on the decline in the index of Wardah Moisturizer based on data obtained from the Top Brand Award (2025) moisturizer category, which shows that the Wardah brand is decreasing in the main memory of consumers, so that it has the potential to affect purchasing behavior, especially impulsive buying which tends to be done in the most remembered brands. The purpose of this study is to determine the influence of fear of missing out, and brand passion on impulsive buying of Wardah skincare moisturizer products on the shopee platform in the Greater Bandung area. The method used is a quantitative approach with an associative descriptive method. The number of samples used was 135 respondents with convenience sampling techniques. The tool used to conduct the test is using SPSS software version 27. The results of the study show that fear of missing out has a positive and significant effect on impulsive buying, brand passion harmonious has a positive and insignificant effect on impulsive buying, brand passion obsessive has a positive and significant effect on impulsive buying, and all variables simultaneously have a positive and significant effect on impulsive buying. The results of this study show that companies need to implement marketing strategies in accordance with consumer behavior, adaptive by building a sense of urgency and emotional closeness but still ethically and wisely, so as to encourage consumption but not excessively and maintain long-term and sustainable relationships with consumers. ]]>
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