PERILAKU FOMO PADA FENOMENA OOTD DI INSTAGRAM DAN TIKTOK: Studi pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2021

This study aims to describe the fear of missing out (FOMO) behavior exhibited by Communication Science students from the 2021 intake of the University of Muhammadiyah Malang (UMM) when following "Outfit of the Day" (OOTD) trends on Instagram and TikTok. FOMO describes the fear of being left behind by popular trends and social events in the digital world, a fear that drives people to stay connected and actively participate on social media. In the fashion sector, FOMO plays a significant role in shaping students' consumer behavior and building their self-identity through the visual content they post on social media.

This study employed qualitative and descriptive research methods. The subjects were Communication Science students from the 2021 intake of the University of Muhammadiyah Malang (UMM) who actively use Instagram and TikTok. Data were collected through in-depth interviews and observations of social media activity. The data were then analyzed using Miles and Huberman's data analysis techniques, including data organization, presentation, and conclusion drawing. Data validity was verified through triangulation of sources and methods.

The results of this study indicate that students' fear of missing out (FOMO) behavior primarily manifests in three aspects: (1) a desire to always follow the latest fashion trends to gain social acceptance; (2) a tendency to compare themselves to influencers or fashionable peers on social media; and (3) a reliance on social media as a lifestyle reference and source of self-identity. "OOTD" (aka "fashion trends") on Instagram and TikTok, as visual communication media, shapes students' perceptions of social values ​​and self-image. This phenomenon demonstrates how visual information on social media can have a significant communication effect on students' behavior and lifestyle in the digital age.

The conclusion of this study indicates that "FOMO" in the context of "OOTD" trends reflects a representation of a digital lifestyle constructed through social media. Students use fashion as a form of visual communication to gain social acceptance, which also suggests that visual information on social media has a communication effect on students' behavior, self-perception, and consumption patterns.