<![CDATA[The evolution of social media has altered consumer behavior regarding purchase decisions, necessitating the implementation of effective digital marketing strategies by business owners. This study aims to analyze the impact of social media marketing on purchase decisions among Kopi Tiro consumers, with online customer reviews and Fear of Missing Out (FOMO) serving as mediating variables. A quantitative approach was employed, utilizing primary data collected via questionnaires from 117 Kopi Tiro consumers selected through purposive sampling. Data analysis was conducted using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with Smart PLS 4 software. The study’s novelty lies in the simultaneous examination of online customer reviews and FOMO as mediating variables in the relationship between social media marketing and purchase decisions within the context of a local coffee shop. The results indicate that social media marketing has a positive and significant effect on purchase decisions (β=0.714, t=9.159, p=0.000), online customer reviews (β=0.809, t=13.351, p=0.000), and FOMO (β=0.437, t=5.514, p=0.000). Furthermore, online customer reviews (β=0.231, t=2.586, p=0.010) and FOMO (β=0.462, t=6.741, p=0.000) significantly and positively influence purchase decisions; they were also found to partially mediate the effect of social media marketing on purchase decisions, with values of (β=0.87, t=2.407, p=0.016) and (β=0.202, t=4.814, p=0.000), respectively. The model explains 72.3% of the variance in purchase decisions. These findings offer practical contributions for business owners seeking to optimize their digital marketing strategies.]]>
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