Purpose: The rapid development of industry and technology, as well as the emergence of various creative and innovative business ideas based on technology. Avoskin Beauty is one of the creative and innovative business ideas in the field of beauty and care. This study aims to analyze the influence of social media advertising, influencer marketing, and electronic word-of-mouth (e-WOM) on the purchasing decision of avoskin beauty products. Methods: This research is a quantitative study. The sampling technique uses the purposive sampling method, from the active students of the Class of 2019 and 2020 of the Management study program of the Faculty of Economics and Business UNISMA who use Avoskin Beauty who are 17 years old and above. The number of samples was determined by the Malhotra formula so that 80 respondents were obtained. Results and discusions: The results showed that partially electronic word-of-mouth (e-WOM), had a positive and significant effect on the purchase decision of avoskin beauty products. Simultaneously social media advertising, influencer marketing, and electronic word-of-mouth (e-WOM) to the purchase decision of avoskin beauty products.

Keywords: Social Media Ads, Influencer Marketing, Electronic Word-Of-Mouth (e-WOM ), Purchasing Decisions