<![CDATA[The development of digital commerce through social media has changed consumer behavior, particularly through the presence of TikTok Shop, which integrates entertainment content, social interactions, and purchasing activities in one platform. This condition can encourage the emergence of impulse buying behavior, namely purchasing decisions made spontaneously without prior planning. This study aims to analyze the influence of Fear of Missing Out (FoMO), live streaming marketing, and brand authenticity on impulse buying among TikTok Shop users. This study uses a quantitative approach with a survey method. Research data was obtained by distributing questionnaires to TikTok Shop users who have made purchases through the platform. The data analysis technique used is multiple linear regression analysis to test the influence of each independent variable on impulse buying. The independent variables in this study consist of Fear of Missing Out (FoMO), live streaming marketing, and brand authenticity, while the dependent variable is impulse buying. The results of this study are expected to provide empirical evidence regarding psychological factors and digital marketing that drive impulsive buying behavior among TikTok Shop users. Practically, this research is expected to be a consideration for business actors in designing marketing strategies through the live streaming feature and building brand authenticity that can increase consumer engagement without ignoring aspects of marketing ethics.]]>
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