<![CDATA[The main objective of this study is to review the impact of electronic word of mouth and product quality on purchasing decisions for Luxcrime products in people living in the Jakarta area. The sampling technique in this study was non-probability sampling using the purposive sampling method and a total of 108 respondents with the criteria of being over 18 years old, using social media tiktok and Instagram, and having bought Luxcrime products more than once in the last year. The analytical method used is multiple linear regression analysis. This study can be concluded that electronic word of mouth and product quality influence purchasing decisions with product quality as the dominant variable influencing purchasing decisions for Luxcrime products.Keyword: Electronic word of mouth, product quality, purchase decision.]]>
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