Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing, electronic word of mouth dan brand image terhadap keputusan pembelian. Metode yang digunakan dalam penelitian ini adalah metode deskriptif verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah pengguna Emina Cosmetics di Kuningan dengan sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan purposive sampling. Instrumen penelitian ini berupa angket dalam google formulir yang disebarkan secara langsung pada responden. Teknik pengolahan data menggunakan uji validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, analisis regresi linier berganda dan koefisien determinasi dengan bantuan aplikasi IBM SPSS versi 25. Hasil penelitian menunjukan bahwa (1) social media marketing, electronic word of mouth dan brand image berpengaruh signifikan terhadap keputusan pembelian. (2) social media marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) electronic word of mouth berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) brand image berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci : Social Media Marketing, Electronic Word of Mouth, Brand Image, Keputusan Pembelian

This study aims to determine the influence of social media marketing, electronic word of mouth and brand image on purchasing decisions. The method used in this research is a descriptive verification method with a quantitative approach. The population in this study was users of Emina Cosmetics in Kuningan with a sample of 100 respondents. The sampling technique uses purposive sampling. This research instrument is in the form of a questionnaire in a google form that is distributed directly to respondents. Data processing techniques use tests of validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linier regression analysis and coefficient of determination with the help of IBM SPSS version 25 application. The research results showed that (1) social media marketing, electronic word of mouth and brand image have a significant effect on purchasing decisions. (2) social media marketing has a positive and significant effect on purchasing decisions. (3) electronic word of mouth has a positive and significant effect on purchasing decisions. (4) brand image has a positive and significant effect on purchasing decisions.
Keywords : Social Media Marketing, Electronic Word of Mouth, Brand Image, Purchasing Decisions