<![CDATA[Purpose This study aims to examine the effects of brand image, brand trust, and electronic word-of-mouth (e-WOM) on purchase decisions of local skincare products among Generation Z in West Sumatra, Indonesia. This research is motivated by the rapid growth of the local skincare industry and the increasing occurrence of product overclaim practices, which may influence consumer perceptions, trust, and purchasing behavior. Design/methodology/approach This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 185 Generation Z respondents who had experience using local skincare products in West Sumatra. The collected data were analyzed using multiple linear regression analysis with the assistance of SPSS version 27. Validity tests, reliability tests, and classical assumption tests were conducted to ensure the quality and accuracy of the research model. Findings The results indicate that brand image, brand trust, and electronic word-of-mouth (e-WOM) have positive and significant effects on purchase decisions for local skincare products. These findings demonstrate that a strong brand image, consumer trust, and positive digital communication play important roles in influencing Generation Z’s purchasing decisions, particularly in an increasingly competitive skincare market where consumers are becoming more aware of product credibility and excessive claims. Research limitations/implications This study is limited to Generation Z consumers in West Sumatra and focuses on three main determinants of purchase decisions without incorporating other possible factors, such as perceived risk, product quality, or consumer awareness of misleading claims. The findings provide theoretical implications for consumer behavior research and practical implications for local skincare businesses in developing transparent, credible, and trust-oriented marketing strategies.]]>
