Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, electronic word of mouth (E-WOM), dan kepercayaan konsumen terhadap keputusan pembelian online produk kosmetik Make Over di Indonesia. Metode yang digunakan adalah metode kuantitatif dengan menggunakan analisis deskriptif dan verifikatif. Populasi dalam penelitian ini yaitu konsumen di Indonesia yang pernah melakukan pembelian online kosmetik Make Over yang tidak diketahui. Pengambilan sampel menggunakan rumus Hair dengan jumlah sampel sebanyak 200 responden. Teknik pengambilan sampel yaitu purposive sampling dan snowball sampling. Teknik pengumpulan data dilakukan dalam penelitian ini yaitu dengan cara menyebar kuesioner dan pengukurannya menggunakan skala interval. Analisis data menggunakan analisis deskriptif, uji asumsi klasik, regresi berganda, koefisien determinasi, pengujian hipotesis menggunakan uji f (simultan) dan uji t (parsial) berbantu aplikasi SPSS 26. Hasil penelitian menunjukan bahwa: 1) Kualitas produk, electronic word of mouth (e-wom), dan kepercayaan konsumen secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian online. 2) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. 3) electronic word of mouth (e-wom) berpengaruh positif dan signifikan terhadap keputusan pembelian. 4) kepercayaan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata Kunci: Kualitas Produk, Electronic Word Of Mouth (E-WOM), Kepercayaan Konsumen, Keputusan Pembelian Online.

The purpose of this study was to determine the effect of product quality, electronic word of mouth (E-WOM), and consumer trust on online purchase decisions of Make Over cosmetic products in Indonesia. This research used a quantitative method with descriptive and verification analysis. The population in this study was consumers in Indonesia who had made online purchases of Make Over cosmetics, with an unknown total population. The sampling technique applied Hair’s formula with a total of 200 respondents, using purposive sampling and snowball sampling methods. Data were collected by distributing questionnaires and measured using an interval scale. Data analysis was conducted through descriptive analysis, classical assumption tests, multiple regression, coefficient of determination, and hypothesis testing using the F-test (simultaneous) and t-test (partial) with the assistance of SPSS 26. The results showed that: (1) product quality, electronic word of mouth (E-WOM), and consumer trust simultaneously had a positive and significant effect on online purchase decisions; (2) product quality had a positive and significant effect on purchase decisions; (3) electronic word of mouth (E-WOM) had a positive and significant effect on purchase decisions; and (4) consumer trust had a positive and significant effect on purchase decisions.
Keywords: Product Quality, Electronic Word of Mouth (E-WOM), Consumer Trust, Online Purchase Decision.