<![CDATA[This study aims to examine the effect of Fear of Missing Out (FOMO) on impulsive buying among university students who use TikTok Shop in Medan City. The increasing use of TikTok Shop exposes students to various marketing contents, trends, flash sales, live shopping, product reviews, and recommendations from other users, which may generate concerns about missing out on trends or particular opportunities. Such conditions may be associated with spontaneous and unplanned purchasing behavior (impulsive buying). This study employed a quantitative approach using a survey method. The participants consisted of 348 university students in Medan City who use TikTok Shop. The data were analyzed using simple linear regression to examine the effect of Fear of Missing Out on impulsive buying. The results showed that Fear of Missing Out had a significant effect on impulsive buying, with F = 24.759 and a significance value of 0.000 (p < 0.05). The correlation coefficient of 0.258 indicated a weak relationship, while the R Square value of 0.067 indicated that Fear of Missing Out explained 6.7% of the variance in impulsive buying, while the remaining 93.3% was explained by other factors outside the research model. The regression equation was Y = 46.095 − 0.232X, indicating a negative direction of effect in this study. Therefore, Fear of Missing Out was found to have a significant effect on impulsive buying among university students using TikTok Shop in Medan City; however, its contribution was relatively small and the direction of the relationship was negative. These findings indicate that impulsive buying is a complex phenomenon that may also be associated with other psychological, social, and situational factors]]>
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