<![CDATA[The increasingly intense competition in the skincare industry requires businesses to understand the factors that drive purchase decisions among Generation Z. Previous findings on the effects of brand image and electronic word of mouth (e-WOM) on purchase decisions have been inconsistent. This study aims to analyze the effect of brand image and e-WOM on skincare purchase decisions, with customer trust as a mediating variable, among Generation Z in Cianjur Regency. The study used an associative causal quantitative approach with primary data from 160 respondents selected through purposive sampling using a five-point Likert-scale questionnaire. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 3. The results show that brand image has no significant direct effect on purchase decisions (β = 0.126; p = 0.111), whereas e-WOM has a significant effect (β = 0.204; p = 0.017). Brand image and e-WOM significantly affect customer trust, and customer trust significantly affects purchase decisions (β = 0.349; p < 0.001). Customer trust fully mediates the effect of brand image and partially mediates the effect of e-WOM on purchase decisions. Businesses are advised to prioritize building consumer trust through product transparency and credible review management.]]>
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