The purpose of this research is to determine the influence of Brand Image,
Celebrity Endorser, and Electronic Word of Mouth on Purchase Decisions for
Somethinc skincare. The population in this study was 450,686 students consisting
of Muhammadiyah University Purwokerto, Jenderal Soedirman University and
Prof.K.H State Islamic University. Saifuddin Zuhri Purwokerto. The sampling
technique is non-probability sampling with the snowball sampling data collection
method, namely selecting samples with certain considerations. Data analysis used
IBM SPSS Statistics 20. The results of this research show that Brand Image,
Celebrity Endorser, and Electronic Word of Mouth simultaneously have a
significant influence on the decision to purchase some skincare. Brand Image
partially has a significant influence on purchasing decisions for Skincare
Something. Celebrity Endorser partially has a significant influence on the decision
to purchase Skincare Something. Electronic Word Of Mouth partially has a
significant effect on purchasing decisions for Skincare Something