| The use of social media in everyday life make social media used by consumers to search for information before making a purchase for products and services. This is used by marketers to Internet with consumers as well as promoting and providing product knowledge in a way that is easy, cheap and attractive. E-Wom is the result of the phenomenon for using social media by consumers and marketers. The cosmetic industry is one of the industries that use social media as a tool of online marketing to attract customers and provide thorough information about products and brands. The effectiveness of the use of social media as a marketing tool as well as how the actual effect of E-Wom among consumer in social media can influence the purchase decisions of consumers is a topic that is interesting to look at based on the phenomena that occur in the market today. This study aims to analyze the influence of e-wom social media to purchase decision with brand image and product knowledge Shu Uemura Indonesia's consumer as mediation. Respondent for this study are Shu Uemura Indonesia's Twitter followers who ever made a purchase of Shu Uemura product at least once in any variant Simple random sampling method used to gather the respondent. Total distribution of the quetionnahe in this study was 219 completed questionnaire to be processed. Data analysis using Structural Equation Model (SEM). Proposed research model has 4 level of good fit and 2 level of acceptable fit There are 6 indicators of GOF that have been achieved. Those are x2 / dj, RMSEA, Confidence Interval (CI), NFl, GFl and CFI. The research result that all the four hypotheses are accepted. The results showed that E-Wom Social Media has a positive effect on the Purchase Decision through Brand Image and Product Knowledge as a mediating factor. |