The purpose of this assessment is to determine impact. from consumer preferences and online advertising to purchase decisions. Hero skin products in mobile legends online games where this should be a tertiary need that does not have to be met first. However, many young people are more concerned with buying skin products than other long-term needs. The population in this study were Management students at the East Java "Veteran" National Development University with a total sample of 101 respondents. This study used a data collection method with a questionnaire distribution system using Google Form media and using Smart PLS as a data analysis tool. The results of this study show that (1) consumer preferences contribute to purchasing decisions for skin hero products and this contribution has a significant impact, (2) online advertising contributes to purchasing decisions for skin hero products and the contributions made have a significant impact.