<![CDATA[The rapid growth of digital marketing through short-form video content has significantly transformed the promotional landscape for local culinary Micro, Small, and Medium Enterprises (MSMEs). This study aims to examine the effect of Fear of Missing Out (FOMO) and Social Proof on TikTok social media content on the purchasing decisions of Mie Omahan products in Probolinggo Regency. The research employs a quantitative approach with an associative method. The research sample consisted of 96 customers selected using a purposive sampling technique based on the Cochran formula with a 10% error rate. Data were collected through a Likert-scale questionnaire and further analyzed using multiple linear regression analysis. The results of the study indicate that FOMO partially exerts a positive and significant effect on purchase decisions. Similarly, Social Proof also shows a positive and significant effect on consumer purchasing decisions partially. Simultaneously, both FOMO and Social Proof have a positive and significant effect, contributing 34% to the variance in purchase decisions. The theoretical implication of this study strengthens consumer behavior literature regarding psychological drives in social commerce paradigms. Practically, local culinary businesses are highly recommended to optimize marketing strategies that trigger psychological urgency, such as flash sales or limited daily menus, combined with authentic visual reviews to maximize consumer confidence and accelerate purchasing decisions.]]>
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