This study aims to examine the influence of TikTok viral marketing, Fear of Missing Out (FoMO), and information quality on impulsive buying of perfume products among students at Muhammadiyah University of Ponorogo. This study was motivated by the rapid growth of TikTok as a social media platform that serves both as a source of entertainment and a driver of consumer behavior, particularly impulsive buying among college students. This study employed a quantitative methodology through a survey involving 160 respondents selected using purposive sampling. Data were collected via a questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS software. The results indicate that TikTok viral marketing does not have a significant effect on impulsive buying, whereas Fear of Missing Out (FoMO) and information quality have positive and significant effects on impulsive buying behavior. These findings suggest that psychological variables and information quality have a greater influence on impulsive buying behavior than the level of content virality. This study suggests that effective marketing strategies should prioritize the provision of high-quality information as well as an understanding of consumers’ psychological factors.

Keywords: Viral Marketing TikTok, Fear of Missing Out (FoMO), Information Quality, Impulsive Buying