<![CDATA[The rapid growth of social media has transformed the way consumers obtain information and evaluate products before making purchasing decisions. In the cosmetics industry, Electronic Word of Mouth (E-WoM), Brand Experience, and Fear of Missing Out (FOMO) are considered important factors influencing consumer purchase decisions. This study aims to examine the effects of Electronic Word of Mouth (E-WoM) and Brand Experience on the purchase decision of OMG Lipstick, with Fear of Missing Out (FOMO) serving as a mediating variable among female students at Universitas Muhammadiyah Ponorogo. This research employed a quantitative approach using purposive sampling, involving 70 respondents who had purchased or used OMG Lipstick. Data were collected through a Likert-scale questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The findings reveal that Electronic Word of Mouth and Brand Experience have positive and significant effects on both Fear of Missing Out and Purchase Decision. Furthermore, Fear of Missing Out positively and significantly influences Purchase Decision and partially mediates the effects of Electronic Word of Mouth and Brand Experience on Purchase Decision. These findings suggest that companies should strengthen their digital marketing strategies, enhance positive brand experiences, and effectively leverage social media trends to improve consumers' purchase decisions. ]]>
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