International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration |IJEBAS E-ISSN: 2808-4713 |https://radjapublika.com/index.php/IJEBAS 1568 THE EFFECT OF SOCIAL MEDIA MARKETING ON PURCHASE DECISIONS THROUGH CONSUMER BUYING INTEREST AS AN INTERVENING VARIABLE CASE STUDY OF COFFEE SHOP KOPIKUNI MEDAN Muammar Rifqi 1 , Yossie Rosanty 2 , Elfitra Desy Surya 3 1,2,3 Faculty of Social Sciences Universitas Pembangunan Pancabudi Corresponding Email: muammarrifqi07@gmail.com Abstract The culture of drinking coffee is not just thirst-quenching but can be a companion to daily activities such as gathering with friends, running a business, attending reunions, and so on. As a result, the culture of drinking coffee has become an integral part of our lifestyle, yet we continue to ignore the fact that it has caused the popularity of coffee consumption to skyrocket. This type of research uses a quantitative approach. This research was conducted at Kopikuni Medan. The sample of this research is 22 X 5 110 respondents. Test the validity and suitability of the model Loading Factor, Average Variance Extracted (AVE), and Composite Reliability. Data analysis techniques used the Structural Equation Modeling (SEM) method to test the hypotheses in this study. Purchase intention has a positive and significant effect on purchase decision Social media marketing has a positive and significant effect on purchase intention Social media marketing has a positive and significant effect on purchase decision Social media marketing has an effect on purchase decision through purchase intention. This study concludes that the variable of social media marketing that is the most significant in purchasing decisions are context and communication. Therefore, Kopikuni is advised to optimize the context and communication aspects of social media marketing by paying attention to the delivery of messages, message designs, and content posted via Kopikuni social media. Thus, Kopikuni can be remembered more by customers. Keywords: Social Media; Social Media Marketing; Purchase Decision; Purchase Intention; lifestyle 1. INTRODUCTION In Indonesia, coffee consumption has developed into an ingrained cultural tradition. The culture of drinking coffee is not just thirst-quenching but can be a companion to daily activities such as gathering with friends, running a business, attending reunions, and so on. As a result, the culture of drinking coffee has become an inseparable part of our lifestyle (Indika, 2018), but we continue to ignore the fact that it has caused the popularity of coffee consumption to increase rapidly. According to Kotler (2009), a person's lifestyle can be defined as his pattern of life which is expressed through his activities, opinions, and interests (Jordan, 2013). In addition, a person's way of life can be an important factor in the choices they make. Because consumer lifestyles can impact product selection, manufacturers must carefully consider consumer lifestyles as a potential target market. In coffee shops, these factors trigger a shift in lifestyle from originally only looking for one place or taste factor to looking for both, which is one of the advantages of coffee shops because the location factor is very influential in attracting consumers' attention to visit a place. A coffee shop for those who are not coffee connoisseurs, and for coffee fans, the taste of good coffee is the main factor that attracts consumers to visit a coffee shop. These factors are one of the advantages of coffee shops because those who own coffee shops have mushroomed everywhere as a result of people's penchant for drinking coffee and the increasing demand for coffee. This coffee shop was opened by business owners to fulfill people's wants and needs for coffee consumption