<![CDATA[The emergence of local beauty brands in Indonesia has made the market more competitive and consumers more selective in their purchasing decisions on beauty products. Mustika Ratu is one of the pioneers of local cosmetics in Indonesia, but it cannot keep up with the emergence of new brands on the market. This is proven by a decrease in purchase decisions, indicated by a decrease in sales. Mustika Ratu Medan customer as the object of the research. The research aims to see the influence of brand awareness, brand image, and e-WOM on purchase decisions. This research is quantitative with a regression model and processed using SPSS 25. The sample used in this study is 97 respondents. This shows that brand awareness and e-WOM have a positive and significant influence on Mustika Ratu customers in Medan. Meanwhile, brand image has no positive and significant influence on Mustika Ratu customers in Medan. It is recommended that Mustika Ratu conduct pop-up stores, use brand faces aged 15-17 years to emphasize the image of teenage users, and collaborate with influencers to increase purchasing decisions among customers.]]>
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