Penelitian ini bertujuan untuk mengetahui pengaruh brand image, kualitas produk dan electronic word of mouth (EWOM) terhadap keputusan pembelian produk lipstik Pixy pada masyarakat di Kabupaten Kuningan. Penelitian ini menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner melalui google form kepada 180 responden yang pernah membeli lipstik Pixy dan pengumpulan menggunakan skla interval. Analisis data menggunakan regresi linear berganda dengan bantuan SPSS 26. Hasil penelitian menunjukkan bahwa: (1) Brand Image, Kualitas Produk, dan Electronic Word Of Mouth secara simultan berpengaruh signifikan terhadap Keputusan Pembelian. (2) Brand Image berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Electronic Word Of Mouth berpengaruh positif dan signifikan terhadap keputusan pembelian.

This research aimed to determine the effect of brand image, product quality, and electronic word of mouth (E-WOM) on the purchase decision of Pixy lipstick products among the community in Kuningan Regency. This study used a quantitative method with a descriptive and verificative approach. Data collection was conducted through the distribution of a questionnaire via Google Forms to 180 respondents who had purchased Pixy lipstick, and the collection used an interval scale. Data analysis was performed using multiple linear regression with the help of SPSS 26. The results of the study indicated that: (1) Brand Image, Product Quality, and Electronic Word Of Mouth simultaneously had a significant effect on Purchase Decisions. (2) Brand Image had a positive and significant effect on purchase decisions. (3) Product Quality had a positive and significant effect on purchase decisions. (4) Electronic Word Of Mouth had a positive and significant effect on purchase decisions.