South Asian Journal of Social Studies and Economics

Modern developments have led to increased public attention to appearance, making fashion, care, and now beauty products increasingly important needs. This view has a significant impact on the growth of the beauty industry in Indonesia, especially on the production of skincare products. The purpose of this study is to analyze the influence of viral marketing, celebrity endorsement, brand awareness, and e-WOM on consumer behavior towards Glad2Glow Brand products. The population studied consisted of customers and users of Glad2Glow products in Purwokerto. This type of research uses quantitative methods and sample preparation techniques, such as non-probability sampling using purposive sampling and SmartPLS 3.0 analysis software. This study used a sample of approximately 130 respondents. The results of the study show that the variables Viral marketing, Brand Awareness, and E-WOM each have a positive and significant influence on purchasing decisions, the celebrity endorser variable does not have such an influence. The results of this study are useful for academics and marketing practitioners who want to learn more about how consumers behave in the digital era and develop more contextual and effective marketing strategies for the local Indonesian market.