The purpose of this study is to analyze the influence of flash sales, Online Fear of Missing
Out (On-FOMO), and hedonic shopping motivation on the online impulsive buying behavior of
male consumers toward Kahf products. The development of e-commerce and social commerce
has significantly changed consumer shopping patterns, driving the phenomenon of impulsive
buying influenced by these factors. Using a quantitative method through a survey of 450
respondents, the findings reveal that flash sales create a sense of urgency, FOMO increases
consumer anxiety about missing out on opportunities, and hedonic shopping motivation
enhances the emotional satisfaction of shopping. These three factors collectively contribute
significantly to impulsive buying behavior, indicating that purchasing decisions in social
commerce and e-commerce are influenced not only by economic factors but also by
psychological and emotional aspects. These findings provide valuable insights for social
commerce and e-commerce businesses in designing more effective marketing strategies that
are consumer behavior-oriented while maintaining ethical considerations to prevent excessive
consumption