<![CDATA[The growth of social media and online marketplaces has transformed consumer behavior regarding cosmetic product purchases. Social proof and platform interactivity are hypothesized to influence impulsive buying through FoMO, acting as a psychological response among consumers. This study aims to analyze the impact of social proof and platform interactivity on impulsive buying, mediated by FoMO, among cosmetic product consumers in Brebes Regency. A quantitative approach was employed, involving 270 respondents selected via purposive sampling. Data analysis was conducted using IBM SPSS Statistics and SEM AMOS ; the research model met the Goodness of Fit criteria. The results indicate that social proof (β = 0.001; p = 0.988) and platform interactivity (β = 0.093; p = 0.103) do not directly influence impulsive buying. Conversely, social proof (β = 0.825; p < 0.001), platform interactivity (β = 0.188; p = 0.045), and FoMO (β = 0.598; p < 0.001) exert a positive influence. FoMO mediates the effect of social proof on impulsive buying (p = 0.001) but does not mediate the effect of platform interactivity (p = 0.159). These findings reinforce the SOR theory and offer implications for developing digital marketing strategies within the cosmetics industry.]]>
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