iarjbmIARJBMIARJBM2708-514710.47310/iarjbm.2023.v04i01.005The Effect of Social Media Influencers, Word of Mouth, and Brand Awareness on Purchasing Decisions (Case Study of Influencer Titan Tyra and Secondate cosmetic products)SherrenHelmaMaliniErnaListianaAhmadShalahuddinNurAfifahFaculty of Economics and Business, Tanjungpura University, IndonesiaThis study investigates the impact of social media influencers and word of mouth on purchasing decisions, and brand awareness is a mediator variable in the relationship. Data were obtained from 244 respondents in Indonesia who were selected by using purposive sampling techniques. Structural Equation Modeling with AMOS 26 software was employed for data analysis. The findings revealed that word of mouth and the use of social media influencers as one of the social media marketing platforms affect purchase decisions. The indirect relationship between social media influencers through brand awareness is also very effective in increasing purchase decisions. The findings contribute to the literature by showing that the prevalence of social media influencers and word of mouth positively affect the purchasing decisions made by Indonesians regarding cosmetic items manufactured by Secondate. In addition, there is a significant effect of brand awareness on purchase decisions illustrating how consumers' impressions of a brand shape their perceptions of the confidence and security of using Secondate cosmetics.