Thiza Lauwrence Hartono, 2024. "The Influence of Online Communication and Interaction on Beauty Product Purchase Decisions on Generation Z". Supervised by Dr. Dwi Martiyanti, S.E., MBA. This research aims to examine the influence of electronic word of mouth and online brand experience on purchase decisions of generation z beauty products consumers in Samarinda through brand trust. This research used quantitative method by distributed questionnaires through Google Form with likert scale measurement. This research used purposive sampling with a total sample that met the criteria of 166 respondents. The research method used is PLS-SEM with SmartPLS 3.0 software. The results of data analysis show that electronic word of mouth has a positive and significant effect on beauty brand trust and beauty product purchasing decisions. Apart from that, online brand experience also has a positive and significant effect on beauty brand trust. However, the results of this study show that brand trust has no effect either on the beauty products purchasing decisions or in mediating the influence of electronic word of mouth on the beauty product purchasing decision.