Pesatnya perkembangan social commerce seperti TikTok Shop telah mengubah pola konsumsi Generasi Z menjadi lebih reaktif dan spontan. Fenomena ini menciptakan perilaku belanja tanpa perencanaan atau yang dikenal dengan istilah impulsive buying. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, flash sale, dan FOMO (Fear of Missing Out) terhadap impulsive buying pada Generasi Z di Kabupaten Kuningan. Metode penelitian yang digunakan adalah pendekatan kuantitatif. Populasi dalam penelitian ini adalah Generasi Z yang berdomisili di Kabupaten Kuningan dengan jumlah sampel sebanyak 150 responden. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan pengumpulan data dilakukan melalui penyebaran kuesioner dengan skala interval. Teknik analisis data yang digunakan adalah analisis regresi linear berganda. Hasil penelitian menunjukkan bahwa secara parsial maupun simultan, content marketing, flash sale, dan FOMO (Fear of Missing Out) berpengaruh positif dan signifikan terhadap impulsive buying.

The rapid development of social commerce, such as TikTok Shop, changed Generation Z's consumption patterns to become more reactive and spontaneous. This phenomenon created unplanned shopping behavior, known as impulsive buying. This study aimed to analyze the influence of content marketing, flash sales, and FOMO (Fear of Missing Out) on impulsive buying among Generation Z in Kuningan Regency. The research method used was a quantitative approach. The population in this study was Generation Z residing in Kuningan Regency, with a sample size of 150 respondents. The sampling technique used was purposive sampling, while data collection was conducted through questionnaires with an interval scale. The data analysis technique used was multiple linear regression analysis. The results of the study indicated that, both partially and simultaneously, content marketing, flash sales, and FOMO (Fear of Missing Out) had a positive and significant effect on impulsive buying.