This study investigates the impact of Fear of Missing Out (FOMO) on impulsive purchases, with emotional marketing as a mediating variable, among students in Pontianak who shop via TikTok Live. A quantitative method with an explanatory design was applied. Primary data were collected via a questionnaire distributed to 150 students selected through purposive sampling based on having shopped online, being exposed to emotional marketing, and being at least 17 years old. Data analysis used structural