Pengaruh Consumer Preference, Brand Image, E-WOM, dan Brand Trust terhadap Keputusan Pembelian sunscreen Vaseline oleh Generasi Z di Kota Semarang

The cosmetics industry in Indonesia continues to grow rapidly, especially in the skincare category such as sunscreen which is increasingly in demand by the public. This increased interest drives competition among sunscreen brands, especially in the Generation Z segment. This research aims to analyze the influence of consumer preferences, brand image, e-WOM, and brand trust on purchasing decisions for Vaseline sunscreen among Generation Z in Semarang City. The method used is a quantitative approach through a purposive sampling technique on 140 respondents, and analysis applies SEM-PLS through SmartPLS 4.0. The results of the research explain that consumer preferences, brand image, and brand trust have a positive and significant impact on purchasing decisions, with brand image as the most dominant factor. Meanwhile, e-WOM does not have a significant effect on purchasing decisions. The results indicate that the research model has a good ability to explain variations in purchasing decisions, so that the variables used are relevant in representing consumer behavior.