<![CDATA[The COVID-19 The COVID-19 pandemic has driven significant shifts in consumer shopping behavior, particularly among working women who have become increasingly reliant on e-commerce platforms to meet their needs, including the purchase of natural beauty products. This study aims to identify the direct and indirect effects of electronic word-of-mouth (e-WOM) and brand image on online purchase decisions, with purchase intention serving as a mediating variable. A quantitative approach was employed, using a survey distributed to 410 working women in the Greater Jakarta area (Jabodetabek) who had experience purchasing natural beauty products online. Data were collected using a four-point Likert-scale questionnaire and analyzed using SPSS and Mplus version 7. The results indicated that e-WOM significantly influenced purchase intention (? = 0.380; p < 0.001), and brand image also had a significant positive effect on purchase intention (? = 0.492; p < 0.001). Furthermore, consumers' intention to make a purchase has a significant influence on their purchasing decisions. (? = 0.169; p = 0.030). The indirect effect of e-WOM on purchase decisions through purchase intention was also significant (? = 0.064; p = 0.045), as was the indirect effect of brand image through purchase intention (? = 0.083; p = 0.038). These findings highlight the significant impact of e-WOM and brand image on influencing consumer intentions and purchasing decisions among female consumers of natural beauty products in online settings. The study offers practical implications for marketers in designing effective brand communication strategies through social media and other digital platforms. ABSTRAKPandemi COVID-19 telah mendorong perubahan signifikan dalam pola belanja konsumen, khususnya di kalangan wanita pekerja yang semakin bergantung pada platform e-commerce untuk memenuhi kebutuhan, termasuk produk kecantikan alami. Penelitian ini bertujuan untuk mengidentifikasi pengaruh langsung dan tidak langsung electronic word-of-mouth (e-WOM) dan brand image terhadap keputusan pembelian daring, dengan purchase intention sebagai variabel mediasi. Metode yang digunakan adalah pendekatan kuantitatif melalui survei terhadap 410 wanita pekerja di Jabodetabek yang memiliki pengalaman membeli produk kecantikan alami secara daring. Instrumen yang digunakan berupa kuesioner dengan skala Likert 4 poin dan dianalisis menggunakan perangkat lunak SPSS dan Mplus7. Hasil analisis menunjukkan bahwa e-WOM berpengaruh signifikan terhadap purchase intention (? = 0,380; p < 0,001), dan brand image juga memberikan pengaruh positif yang signifikan terhadap purchase intention (? = 0,492; p < 0,001). Selanjutnya, purchase intention terbukti berpengaruh signifikan terhadap keputusan pembelian (? = 0,169; p = 0,030). Pengaruh tidak langsung dari e-WOM terhadap keputusan pembelian melalui purchase intention juga signifikan (? = 0,064; p = 0,045), begitu pula pengaruh tidak langsung brand image melalui purchase intention (? = 0,083; p = 0,038). Temuan ini menggarisbawahi peran penting e-WOM dan citra merek dalam memengaruhi niat dan keputusan pembelian konsumen wanita terhadap produk kecantikan alami secara daring. Studi ini memberikan implikasi praktis bagi pemasar dalam merancang strategi komunikasi merek yang efektif melalui media sosial dan platform digital lainnya.]]>
