This study aims to determine the effect of independent variables content marketing, online customer reviews, product prices and product quality on the dependent variable of the purchase decision of The Originotte moisturizer at Tokopedia Shop on students in Purwokerto. The population in this study were students who had purchased and used The Originote moisturizer through Tokopedia Shop, with a sample size of 107 respondents. The data collection techniques used in this study were descriptive statistics, instrument tests (validity tests, reliability tests), classical assumption tests (normality tests, multicollinearity tests, heteroscedasticity tests), model feasibility tests (R2 coefficient test, multiple linear regression analysis, t hypothesis test). the results of the analysis showed that the variables (x1) content marketing, (x2) online customer reviews, (x3) product prices, and (x4) product quality had a significant positive effect on purchasing decisions (y).