Penelitian ini bertujuan untuk menguji pengaruh Influencer Marketing, Brand Image, Dan Viral Marketing Terhadap Keputusan Pembelian Lipstik Wardah. Sampel pada penelitian ini adalah Generasi Z di Kabupaten Kuningan dengan sampel sebanyak 150 dan menggunakan teknik Non-Probability sampling. Penelitian ini menggunakan Software SPSS versi 27.0, untuk menganalisis data menggunakan uji asumsi klasik, uji regresi linear berganda, uji analisis koefisien determinasi, dan pengujian hipotesis (uji F dan uji T). Hasil analisis menunjukan: (1) Influencer marketing, brand image, dan viral marketing berpengaruh positif terhadap keputusan pembelian (2) Influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Viral marketing berpengaruh positif dan signifikan terhadap keputusan pembelian

This study aimed to examine the influence of influencer marketing, brand image, and viral marketing on the purchase decision of Wardah lipstick. The sample in this study consisted of Generation Z in Kuningan Regency with a total sample of 150 respondents and used a non-probability sampling technique. This study used SPSS software version
27.0, and the data were analyzed using classical assumption tests, multiple linear regression analysis, coefficient of determination analysis, and hypothesis testing (F test
and T test). The resulted of the analysis showed that: (1) influencer marketing, brand image, and viral marketing had a positive effect on purchase decisions; (2) influencer
marketing had a positive and significant effect on purchase decisions; (3) brand image had a positive and significant effect on purchase decisions; and (4) viral marketing had
a positive and significant effect on purchase decisions.