Tujuan dari penelitian ini adalah untuk mengetahui pengaruh electronic word of mouth, content marketing, dan variasi produk terhadap minat beli bedak padat Pixy. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di Kabupaten Kuningan. Sampel ditentukan dengan responden sebanyak 160 orang. Teknik pengambilan data yang digunakan adalah kuesioner. Teknik analisis data yang digunakan adalah uji instrumen (uji validitas dan reliabilitas), analisis deskriptif, uji asumsi klasik (uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas), analisis regresi berganda, koefisien determinasi dan pengujian hipotesis (uji F dan uji t) dengan menggunakan program SPSS 26. Hasil penelitian menunjukkan adanya pengaruh signifikan dari electronic word of mouth, content marketing, dan variasi produk secara bersama-sama (simultan) terhadap minat beli bedak padat Pixy. Berdasarkan hasil uji parsial dapat dilihat bahwa electronic word of mouth, content marketing, dan variasi produk berpengaruh positif dan signifikan terhadap minat beli bedak padat Pixy. Kesimpulan dari penelitian ini adalah semakin baik electronic word of mouth, content marketing, dan variasi produk dari suatu perusahaan, maka akan semakin baik pula minat beli perusahaan tersebut. Saran bagi perusahaan terkait adalah lebih memperhatikan aspek yang dapat meningkatkan electronic word of mouth, content marketing, dan variasi produk agar minat beli pun dapat meningkat.
Kata Kunci : Electronic Word Of Mouth, Content Marketing, Variasi Produk, Minat Beli, dan Pemasaran.

This study aimed to determine the influence of electronic word of mouth, content marketing, and product variation on the purchase intention of Pixy compact powder. The population in this study consisted of residents living in Kuningan Regency. The sample was determined with 160 respondents. The data collection technique used was a questionnaire. The data analysis techniques employed were instrument testing (validity and reliability test), descriptive analysis, classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), multiple regression analysis, coefficient of determination, and hypothesis testing (F-test and t-test) using SPSS version 26. The study results showed that electronic word of mouth, content marketing, and product variation had a significant simultaneous effect on the purchase intention of Pixy compact powder. Based on the partial test results, it was found that electronic word of mouth, content marketing, and product variation each had a positive and significant effect on the purchase intention of Pixy compact powder. This study concluded that the better the electronic word of mouth, content marketing, and product variation offered by a company, the stronger the purchase intention toward the company's product. The suggestion for the related company was to pay more attention to aspects that could enhance electronic word of mouth, content marketing, and product variation in order to increase purchase intention.
Keywords: Electronic Word of Mouth, Content Marketing, Product Variation, Purchase Intention, Marketing.