<![CDATA[This study examines impulsives buying behavior among consumers of The Originote products on TikTok Shop through the TikTok social media platform, which continues to grow alongside the expansion of social commerce. This phenomenon is important because consumer purchase decisions are often influenced by psychological factors and situational pressure in digital environments. The purpose of this study is to analyze the influence of Fear of Missing Out, Post-Purchase Regret, and Perceived urgency on consumers’ impulsive buying behavior. The research employed a quantitative survey by distributing questionnaires to 120 respondents in Sidoarjo Regency who has previously made impulsive purchases on TikTok Shop. The results indicate that Fear of Missing Out, Pots-Purchase Regret, and Perceived Urgency have positive and significant effects on impulsive buying behavior. Simultaneously, these three variables explain 94% of the variation in impulsive buying behavior among digital consumers.]]>
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