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Research discussing the brand personality and phenomenon of electronic word of mouth is still very interesting to be studied. The study examines the role of electronic word of mouth and brand personality against purchasing decisions especially in the context of purchasing local brand cosmetic products. The participants in this study consisted of 439 women aged 20-34 years who have at least bought a brand cosmetic product from local cosmetic brand (Make Over) products once. Electronic word of mouth was measured with instrument electronic word of mouth scale, while brand personality was measured with brand personality scale, and purchase decision was measured with purchasing decision scale. The results showed the brand personality variables and the electronic word of mouth either stand alone or jointly have a very strong role in predicting purchasing decisions on local cosmetic brands. This illustrates the importance of local cosmetic brands building strong brand personalities and using viral messages from word of mouth in online media to influence purchasing decisions on consumers. Keyword: brand personality, electronic word of mouth, purchase decisions, local brand

BELI ATAU TIDAK? PERAN ELECTRONIC WORD OF MOUTH (eWOM) DAN KEPRIBADIAN MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK KOSMETIK LOKAL