International Journal of Multidisciplinary Research and Publications ISSN (Online): 2581-6187k 94 Aulia Putri Amanta and Sri Murwanti, “The Influence of Word of Mouth and Social Media on The Decision to Purchase Somethinc Products Mediated by Brand Attitude” International Journal of Multidisciplinary ResearchiandiPublications (IJMRAP), Volumei7, Issuei7, pp. 94- 101, 2024. The Influence of Word of Mouth and Social Media on The Decision to Purchase Somethinc Products Mediated by Brand Attitude Aulia Putri Amanta 1 , Sri Murwanti 2 1 Facultyyof Economics and Business, Universitas Muhammadiyah Surakarta, Surakarta, Indonesia 1 Facultyyof EconomicsyandyBusiness, yUniversitasyMuhammadiyahySurakarta, ySurakarta, yIndonesia Email address: auliaamanta011@gmail.com, sm127@ums.ac.id Abstract— The purpose of this study is to analyze the effect of Word of Mouth and Social Media on purchasing decisions mediated by brand attitude variables on Somethinc in products in Solo Raya with the criteria of respondents of female people who had used Somethinc and domiciled in the Solo Raya region. This research is a quantitative study using data sources, namely primary data obtained through filling out questionnaires that are distributed through Google Form. The sampling technique in this study is to use non- probability sampling techniques using purposive sampling. Data were analyzed using SmartPLS. The results of this study indicate that there is a positive and significant influence between Word of Mouth on the Brand Attitude of Something Products in Solo Raya, there is a positive and significant influence between social media on the brand attitude of the Somethinc product in Soloraya, there is a positive and significant influence between the brand Attitude Against the Purchasing Decision of Something product in Solo Raya, there is a positive and significant influence between Word of Mouth on the purchasing decision of Something products through brand Attitude as a mediation variable, a positive and significant influence between social media on the purchasing decision of Somethinc products through brand attitudes as mediation variable. Keywords— Word of Mouth, Social Media, Brand Attitude, Purchasing Decisions. I. INTRODUCTION In line with the increasing number of young Indonesians, there has been an increase in awareness of caring for skin health and maintaining appearance. So with this phenomenon, in recent years beauty products have been highly sought after by the public, especially women. The demand for beauty products in the local industry in Indonesia is also increasing everyyyear. Indonesiayitself isyone of theycountries withya very potential cosmetic market target. According to the Indonesian Coordinating Ministry for Economic Affairs, the cosmetics sector has experienced notable expansion, as evidenced by a 21.9% increase in the number of local companies, rising from 913 in 2022 to 1,010 in 2023. Theypotential market size in the national scope in 2023 can reach 467,919 products, which has increased 10 times in the last 5 years amidst the massive development of technology and the digitalization era in Indonesia. TheyWord ofyMouthy (WOM) phenomenonyinythe current erayis one of the marketing communication strategies that is considered quite effective in marketing cosmetic products. WOM is a much more reliable media than traditional media (eg television, radio, print advertising, etc.). Consumers tend to rely on advice from friends, family, and communities both online and offline before making a purchasing decision. Therefore, according to previous research, WOM is considered one ofythe most influential sources of information about productsyand hasya significantyinfluence onyproduct purchasingydecisions [1]. Inytoday'sydigital era, the existence of social media is also a phenomenon that can influence purchasing decisions and consumer attitudes towards cosmetic products. In previous research, socialymedia isyone of theymedia thatyis considered the most effectiveyto be used as an interactive product marketing tool in terms of service and can influence the purchasing decisions of customers and potential customers, especially for cosmetic products [2]. According to a report from compas.co.id, Somethinc dominates with total sales reaching IDR 53.2 billion during the second quarter - 2022. This indicates that the attitude towards the Somethinc brand among the Indonesian people is quite high, supported by significant sales volume. Previously, research has been conducted on the influenceyof Wordyof Mouthy and Socialy Media ony Purchasingy Decisions by Salsabila, Anindya (2020), but similar research is rarely conducted in the local cosmetics industry, especially on the Somethinc brand which is growing rapidly in Indonesia. To base this research, a supporting variable will be added, namely the Brand Attitude mediation variable. II. LITERATURE REVIEW & HYPOTHESIS A. Purchasing Decision According to [3], Decision is a process to understand and solve a problem. This process begins by looking at the background of the problem, then identifying the problem, and finally making a conclusion or recommendation. This recommendation will later be used as an initial guide in makingydecisions. Accordingyto [4], Purchasingydecision is a process that begins when consumers are aware of their problems. After that, theyywill lookyfor informationyabout ayparticular product or brand, thenyassess how well theyproduct or brand can solve their problems. This process ultimately leads to a decision to buy. This purchasing decision is one of the steps before consumers actually buy the product or brand. In purchasing