<![CDATA[This study aims to understand the experience of Fear of Missing Out (FOMO) that influences the consumptive behavior of Generation Z on TikTok Shop, as well as how social media shapes their impulsive consumption patterns, with a focus on students at Swadaya Gunung Jati University. Using a descriptive qualitative approach, this study involves respondents from Generation Z who are active users of TikTok Shop and have experience purchasing viral products. Research data was collected through interviews and observations, as well as indirect sources such as documentation, scientific books, and previous research articles. The Fear of Missing Out (FOMO) theory was used as the primary theoretical framework for the study, supported by the Theory of Consumer Behavior to strengthen the analysis results. The results indicate that FOMO is one of the primary factors influencing Generation Z's consumer behavior. Specifically, individuals tend to purchase viral products to gain social recognition. This study provides deeper insights into the role of FOMO in shaping Generation Z's consumption patterns, particularly within the context of using social media platforms that facilitate the purchase of viral products.]]>
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