<![CDATA[The rapid growth of social media has transformed Instagram into a strategic marketing platform, intensifying competition among local cosmetic brands, including Oh My Glam (OMG) Beauty. This study aims to analyze the influence of brand awareness, content marketing, and electronic word of mouth (e-WOM) on consumers' purchasing decisions for OMG Beauty products on Instagram. A quantitative explanatory approach was employed using a purposive sampling technique involving 100 respondents selected based on the Lemeshow formula. Primary data were collected through a structured Likert-scale questionnaire and analyzed using validity, reliability, classical assumption, and multiple linear regression tests with IBM SPSS Statistics version 26. The findings reveal that brand awareness and content marketing have positive and significant effects on purchasing decisions, with brand awareness emerging as the most dominant variable. Conversely, e-WOM does not significantly influence purchasing decisions, indicating that online reviews are not the primary consideration for most respondents. Simultaneously, the three independent variables explain 92.9% of the variance in purchasing decisions. These findings suggest that strengthening brand awareness and consistently delivering informative content are more effective marketing strategies than relying solely on online consumer reviews to increase purchase decisions through Instagram. ]]>
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