Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word Of Mouth, Brand Image, dan Brand Trust secara simultan maupun parsial terhadap keputusan pembelian konsumen Masker Wajah Sariayu di Kabupaten Kuningan. Metode penelitian yang digunakan adalah metode deskriptif. Pengumpulan data dilakukan dengan menggunakan metode kuesioner. Sebanyak 150 responden dengan menggunakan Teknik Convenience Sampling. Analisis data yang digunakan adalah analisis regresi berganda dengan variabel Electronic Word Of Mouth, Brand Image, dan Brand Trust sebagai variabel independen dan Keputusan Pembelian sebagai variabel dependen. Hasil penelitian menunjukkan bahwa (1) Electronic Word Of Mouth, Brand Image, dan Brand Trust berpengaruh secara simultan terhadap Keputusan Pembelian, (2) Electronic Word Of Mouth memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian, (3) Brand Image memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian, dan (4) Brand Trust memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian.
Kata Kunci: Electronic Word Of Mouth, Brand Image, Brand Trust, Keputusan Pembelian.

This study aims to determine the effect of Electronic Word Of Mouth, Brand Image, and Brand Trust simultaneously or partially on consumer purchasing decisions for Sariayu Face Masks in Kuningan Regency. The research method used is descriptive method. Data collection was carried out using a questionnaire method. A total of 150 respondents using the Convenience Sampling Technique. The data analysis used is multiple regression analysis with Electronic Word Of Mouth, Brand Image, and Brand Trust variables as independent variables and Purchasing Decisions as the dependent variable. The results showed that (1) Electronic Word Of Mouth, Brand Image, and Brand Trust simultaneously influence Purchasing Decisions, (2) Electronic Word Of Mouth has a positive and significant effect on Purchasing Decisions, (3) Brand Image has a positive and significant effect on Purchasing Decisions, and (4) Brand Trust has a positive and significant effect on Purchasing Decisions.
Keywords: Electronic Word Of Mouth, Brand Image, Brand Trust, Purchase Decision.