<![CDATA[This study aims to analyze the influence of viral trends and the "fear of missing out" (FOMO) on students' purchasing decisions on Tiktok Shop, both individually and simultaneously. A quantitative approach was employed, involving 87 students from the Lamaddukelleng Institute of Law and Economics who use Tiktok Shop as respondents. The data were analyzed using multiple linear regression with the aid of SPSS software. The results indicate that viral trends have a positive and significant effect on purchasing decisions, with a regression coefficient of 0.656, a calculated t-value of 7.625, and a significance level of p < 0.001. FOMO also exerts a positive and significant influence on purchasing decisions, with a regression coefficient of 0.222, a calculated t-value of 3.029, and a significance level of 0.003. Simultaneously, viral trends and FOMO significantly influence purchasing decisions, as evidenced by a calculated F-value of 144.332 and a significance level of p < 0.001. The coefficient of determination (R²) of 0.775 indicates that these two variables explain 77.5% of the variation in purchasing decisions, while the remaining 22.5% is attributable to factors outside the research model. These findings demonstrate that product popularity on social media and consumer anxiety about missing out on specific trends or opportunities are factors linked to students' purchasing decisions on Tiktok Shop. The study offers implications for business practitioners, highlighting the importance of understanding the role of digital trends and consumer psychological responses when designing effective marketing strategies and encouraging more rational purchasing decisions]]>
