his study was conducted to analyze the extent to which Fear of Missing Out (FoMO), Impulsive Buying Behavior, and Social Media Influence online purchase intention among Generation Z. The research employed a quantitative causal method. The population consisted of generation Z individuals, with a total of 170 respondents selected using purposive sampling. Data were collected through an online questionnaire distributed via google forms and analyzed using SPSS software. The result of the study indicate that: (1) Fear of Missing Out (FoMO) has a positive and significant influence on generation Z online purchase intention. (2) Impulsive Buying Behavior has a negative but not significant effect on generation z online purchase intention. (3) Social media has a positiveand significant impact on generation Z online purchase intention. (4) The Three variables jointly have a significant influence on generation z online purchase intention.