This study aims to analyze the variables of the influence of electronic word of
mouth, celebrity endorser, product quality, and brand image on the purchase
decision of Somethinc products. Sampling in this study used purposive sampling
techniques with predetermined criteria and obtained a sample of 130 respondents.
Data analysis techniques use descriptive statistics, validity, reliability, normality,
multicollinearity, heterokedaslicity, determinant coefficients, model feasibility,
multiple linear regression and T Test. The results of this study explain that
electronic word of mouth variables, celebrity endorsers and product quality have a
positive and significant effect on purchasing decisions. While the Brand image
variable has a positive but insignificant effect on purchasing decisions.