<![CDATA[The development of digital technology and e-commerce has driven changes in people's consumption behavior, marked by the emergence of the phenomenon of Fear of Missing Out (FOMO), shopping lifestyle, and promotional strategies such as twin date promotions that potentially influence impulsive buying behavior. This study aims to analyze the influence of Fear of Missing Out (FOMO), shopping lifestyle, and twin date promotions on the impulsive buying behavior of FEBI UIN STS Jambi students on the Shopee platform. Preliminary research shows that although the use of Shopee is high, the tendency toward impulsive buying is not uniform because not all students experience FOMO, there are differences in shopping lifestyle, and twin date promotions are not always the main factor in purchasing decisions. This research uses a quantitative approach with an explanatory research method and is analyzed using SmartPLS 4. The results show that FOMO has a positive and significant effect on impulsive buying, while shopping lifestyle and twin date promotions do not have a significant effect. Simultaneously, the three variables explain 41.6% of the variation in impulsive buying, which is categorized as moderate. Therefore, it can be concluded that psychological factors in the form of FOMO are more dominant in encouraging students’ impulsive buying behavior compared to lifestyle and promotional factors.]]>
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