<![CDATA[The increasingly intense competition in Indonesia's cosmetics and personal care industry requires the Citra Hand & Body Lotion brand to understand the factors that drive consumer purchase decisions, particularly among Generation Z, who are highly active in searching for product information through digital platforms. This study aims to determine the effect of electronic word of mouth (e-WOM), perceived value, and brand trust on the purchase decision of Citra Hand & Body Lotion among Generation Z in Cirebon City, both partially and simultaneously. A quantitative, causal-descriptive approach was employed. The population consisted of Generation Z consumers in Cirebon City who had purchased and used Citra Hand & Body Lotion, with a sample of 100 respondents determined using the Hair et al. (2010) approach and a purposive sampling technique. Data were analyzed using validity and reliability tests, classical assumption tests, and multiple linear regression analysis. The results show that e-WOM and perceived value each have a positive and significant effect on purchase decision, while brand trust has no significant effect. Simultaneously, the three variables have a positive and significant effect on purchase decision, contributing 70.4%. These findings imply that Citra's marketing strategy should be strengthened through digital reviews (e-WOM) and enhanced perceived value, while efforts to build brand trust alone need to be combined with other approaches to more effectively drive purchase decisions among Generation Z.]]>
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