<![CDATA[The rapid growth of social media platforms such as Instagram makes it easier for businesses to market their products via the internet. Marketing is frequently done via the internet, and this marketing is made more widely known through social media, and it may even become a trending product. Electronic word of mouth is one of the marketing communication strategies used by businesses with the help of the internet. This strategy is used to achieve a specific goal, such as purchasing decisions. This is what makes the purpose of this study, namely to see whether there is an effect of electronic word of mouth personal body care products on purchasing decisions as buying behavior. This study reviewed previous research with a specific set of processes as a literature review. SLR research is carried out for various purposes, namely to identify, review, evaluate, and interpret all available research on interesting topic areas with specific relevant research questions. This study found that e-WOM had a positive and significant effect on purchasing decisions. There is discussion about the forming factors of e-WOM, the role of e-WOM on consumer behavior, and many other discussions that discuss e-WOM in influencing purchasing decisions. The usefulness of reviews from other reviewers is considered an important factor influencing buyers purchasing decisions in this age of high-tech, it's no wonder that consumers place the greatest trust in people they know and the online opinions of fellow shoppers.]]>
