<![CDATA[This research aims to analyze the influence of price perception, product quality and brand image on purchasing decisions for Azarine sunscreen products among students of the Management Study Program at the University of 17 August 1945 Surabaya. The method used is quantitative by collecting data through questionnaires distributed to 80 respondents using purposive sampling techniques. Data testing in this research includes instrument testing, namely validity testing and reliability testing. Then the Classic Assumption Test, namely Normality Test, Multicollinearity Test, Heteroscedasticity Test. Hypothesis testing is the simultaneous test (F test) and parisal test (T test). Meanwhile, data analysis uses Multiple Linear Regression Analysis and Determination Coefficient (R2). In this research, the results obtained showed that price perception, product quality and brand image had a positive and significant effect on purchase intention. Simultaneously, these three independent variables have a positive and significant effect on customer satisfaction. Based on the results of SPSS version 26, all independent variables simultaneously influence purchasing interest. Penelitian ini bertujuan untuk menganalisis pengaruh Persepsi Harga, Kualitas Produk, dan Brand Image terhadap Keputusan Pembelian produk sunscreen Azarine pada mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. Metode yang digunakan yaitu kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 80 responden menggunakan teknik purposive sampling. Pengujian data dalam penelitian ini meliputi Uji Instrumen yaitu Uji validitas dan Uji Reliabilitas. Lalu Uji Asumsi Klasik yaitu Uji Normalitas, Uji Multikolinearitas, Uji Heteroskedastisitas. Pengujian Hipotesis yaitu Uji Simultan (Uji F) dan Uji parisal ( Uji T). Sedangkan Analsis data menggunakan Analisis Regresi Linear Berganda dan Koefeisien Determinasi (R2). Dalam penelitian ini diperoleh hasil bahwa Persepsi Harga, Kualitas Produk, dan Brand Image berpengaruh positif dan signifikan terhadap niat beli. Secara simultan ketiga variabel independen tersebut berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Berdasarkan hasil SPSS versi 26, seluruh variabel independen berpengaruh secara simultan terhadap minat pembelian.]]>
