The Indonesian skincare market has evolved with increasing consumer preference for clean,
minimalist beauty, leading brands like Skintific to adopt strategic digital marketing approaches. This
study aims to analyze the influence of Influencer Marketing, Social Media Marketing, and Electronic
Word of Mouth (eWOM) on consumer purchasing decisions, specifically for Skintific products on the
Shopee platform in Majalengka Regency. Employing a quantitative approach, data were gathered
from 200 respondents via a structured questionnaire and analyzed using multiple linear regression
through SPSS Version 27. The findings reveal that all three independent variables significantly
influence purchase decisions, with eWOM showing the strongest impact (β = 0.387), followed by
Influencer Marketing (β = 0.324), and Social Media Marketing (β = 0.222). The model demonstrated
good predictive power, with an R² value of 0.652. These results underscore the importance of digital
marketing strategies in shaping consumer behavior and offer actionable insights for businesses to
leverage influencer collaboration, social media engagement, and consumer reviews to boost sales.
The research contributes to the digital marketing literature by contextualizing consumer behavior in
a regional e-commerce setting and highlights the need for future studies to explore moderating
variables such as brand loyalty, trust, and demographics to expand generalizability.

Keywords: Influencer Marketing, Social Media Marketing, Electronic Word of Mouth, and Purchase
Decisions.