<![CDATA[Increasing competition in the beauty industry has given consumers a wide range of product choices, leading them to place greater importance on brand image and information from other consumers before making a purchase. This trend is evident with Glad2Glow Cushion, a product frequently discussed on social media and subject to numerous user reviews. Such conditions indicate that brand image and information conveyed through Electronic Word of Mouth (e-WOM) serve as key factors influencing consumer purchasing decisions. This study aims to examine the impact of brand image and e-WOM on the purchasing decisions of Generation Z consumers in Depok City regarding Glad2Glow Cushion. A quantitative approach with an associative design was employed. Data were collected via Likert-scale questionnaires from 96 female Generation Z respondents in Depok City who had purchased or used Glad2Glow Cushion and had obtained information about the product through social media. Purposive sampling was used for participant selection, and the data were analyzed using multiple linear regression. The results indicate that both brand image and e-WOM have a positive and significant effect on purchasing decisions, whether analyzed individually or simultaneously. Brand image exerts a stronger influence than e-WOM, with a coefficient of determination of 67.2%.]]>
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