This research aims to determine the influence of lifestyle, electronic word of mouth and customer value on purchasing decisions. This research uses quantitative methods, the sampling technique uses Non-Probability Sampling with a purposive sampling approach and the sample size is 120 respondents. The analysis used is multiple regression analysis. The results of this research show that lifestyle, electronic word of mouth and customer value influence purchasing decisions. Based on the results of the R2 adjusted coefficient of determination test, it shows that the influence of lifestyle, electronic word of mouth and customer value on purchasing decisions for Scarlett Whitening Body Lotion beauty products is 52.7%, and the remaining 47.3% is influenced by other variables which were not studied.