This study aims to examine the effect of Islamic branding, price, electronic word of mouth, and country of origin on purchasing decisions and the mediating effect of buying interest. This study uses primary data which is distributed to 100 millennial and generation z respondents who live in Central Java. Data processing using multiple linear regression analysis and path analysis. The results obtained simultaneously with Islamic branding, price, electronic word of mouth, and country of origin variables have a positive and significant effect on buying interest and purchasing decisions. Partially the independent variables have a positive and significant effect on buying interest, except for the Islamic branding variable which has a positive and insignificant effect. As for the purchase decision variable, partially the independent variable has a positive and significant effect, except for the Islamic branding variable which has a negative and insignificant effect. And the mediating effect of buying interest on the independent