<![CDATA[The rapid growth of social media, particularly TikTok, has reshaped how consumers search for information and make purchasing decisions for beauty products. Brand Image and Electronic Word of Mouth (E-WOM) are widely regarded as important factors shaping consumer behavior in this digital environment, yet previous studies have reported inconsistent findings and have paid limited attention to TikTok as a marketing channel. This study aimed to analyze the partial and simultaneous effects of Brand Image and E-WOM on the purchasing decision of Glad2Glow cushion products through TikTok among consumers in South Jakarta. A quantitative associative design was applied, and primary data were collected through an online questionnaire using a five-point Likert scale. Ninety-six respondents were selected through purposive sampling, with the sample size determined by the Lemeshow formula. The data were analyzed with IBM SPSS Statistics 26 through validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and the coefficient of determination. The results showed that Brand Image had a positive and significant effect on purchasing decisions (t = 2.362; p = 0.020), and E-WOM also had a positive and significant effect (t = 3.239; p = 0.002). Both variables simultaneously influenced purchasing decisions significantly (F = 24.335; p<0.001) and explained 34.4% of its variance, while the remaining 65.6% was explained by other factors outside the model. E-WOM contributed more strongly than Brand Image. These findings imply that Glad2Glow should strengthen its brand identity while encouraging credible user reviews, testimonials, and creative content on TikTok to drive purchases.]]>
