This study aims to analyze the influence of celebrity endorsement on the purchase intention of Samsung products mediated by the fear of missing out (FOMO). Data was collected from October 15, 2024 to October 30, 2024 through Google Forms, with a total of 135 respondents, although 15 respondents were not current or potential Samsung product users. The research respondents were individuals using Samsung products, including the Samsung Galaxy S24+, Galaxy S24, or Samsung Z Flip 6. The research variables were celebrity endorsement with 4 indicators, purchase intention with 6 variables, and the mediating variable of fear of missing out with 5 indicators. The researcher processed the data using a structural equation model with Partial Least Squares technique and the SMART PLS application. The results of the study prove that there is a role of celebrity endorsement on purchase intention mediated by the fear of missing out.