Tujuan penelitian ini adalah untuk mengetahui: (1) Pengaruh personal branding terhadap keputusan pembelian. (2) Pengaruh kepercayaan terhadap keputusan pembelian. (3) Pengaruh electronic word of mouth (e-WOM) terhadap keputusan pembelian. (4) Pengaruh personal branding, kepercayaan, dan electronic word of mouth (e-WOM) terhadap keputusan pembelian. Metode yang digunakan adalah metode kuantitatif dengan menggunakan analisis deskriptif dan verifikatif. Populasi dalam penelitian ini terdiri dari 3.113 orang mahasiswi di Universitas Kuningan. Pengambilan sampel menggunakan rumus slovin dengan jumlah sampel sebanyak 100 responden. Teknik pengambilan sampel menggunakan non probability sampling dengan menggunakan metode purposive sampling. Teknik pengumpulan data yang digunakan dalam penelitian ini adalah dengan menyebarkan kuesioner dalam bentuk google form, dan pengukurannya menggunakan skala interval. Analisis data menggunakan regresi linear berganda yang dibantu dengan software IBM SPSS versi 25. Berdasarkan hasil penelitian yang telah dilakukan menunjukkan bahwa (1) Personal branding berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Electronic word of mouth (e-WOM) berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Personal branding, kepercayaan, dan electronic word of mouth (e-WOM) secara simultan berpengaruh signifikan terhadap keputusan pembelian.
Kata Kunci: Personal Branding, Kepercayaan, Electronic Word of Mouth (e-WOM), Keputusan Pembelian, Suncreen Emina

The purpose of this study was to determine: (1) the influence of personal branding on purchase decisions, (2) the influence of trust on purchase decisions, (3) the influence of electronic word of mouth (e-WOM) on purchase decisions, and (4) the simultaneous influence of personal branding, trust, and electronic word of mouth (e-WOM) on purchase decisions. This research employed a quantitative method with descriptive and verificative analysis. The population in this study consisted of 3,113 female students at the University of Kuningan. The sample was determined using the Slovin formula, resulting in 100 respondents. The sampling technique used was non-probability sampling with a purposive sampling method. Data collection was carried out by distributing questionnaires via google forms, and measurements were conducted using an interval scale. Data analysis employed multiple linear regression assisted by IBM SPSS version 25. Based on the results of the study, it was found that: (1) personal branding had a positive and significant influence on purchase decisions. (2) trust had a positive and significant influence on purchase decisions. (3) electronic word of mouth (e-WOM) had a positive and significant influence on purchase decisions. (4) personal branding, trust, and electronic word of mouth (e-WOM) simultaneously had a significant influence on purchase decisions.
Keywords: Personal Branding, Trust, Electronic Word of Mouth (e-WOM), Purchase Decisions, Emina Sunscreen