<![CDATA[This study aims to analyze the influence of FOMO on the consumptive behavior of Madura students at the Mbledos Fashion Festival through the mediation variable of impulse buying and moderated by lifestyle and habits. This type of research is quantitative with a population of 2,757 new students in Pamekasan from well-known universities in Pamekasan Regency (UNIRA, UIN Madura and UIM Pamekasan) and a research sample of 97 respondents selected using purposive sampling technique. Data collection was carried out through a questionnaire with a Likert scale while the data analysis technique used SEM-PLS. The results of the study indicate that FOMO has a positive and significant effect on impulse buying and on Consumptive behavior. However, the impulse buying variable has a positive but insignificant effect on Consumptive behavior so it is unable to mediate the relationship between FOMO and Consumptive behavior significantly. In addition, the lifestyle and habit variables were not proven to be significant as moderating variables in the relationship between FOMO and Consumptive behavior. These findings indicate that students' Consumptive behavior tendencies are more directly influenced by FOMO than by shopping habits or lifestyle. This research has implications for event managers and marketers in understanding the psychological role of FOMO in driving consumer decisions among students]]>
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