<![CDATA[The cosmetics industry in Indonesia is experiencing rapid development which is increasingly complex, one of which is Garnier Micellar Water. Sales data from 2020 - 2023 shows sales fluctuations and non-achievement of sales targets for the last four years, which is suspected to be a decrease in brand image and brand awareness that has caused this problem. This type of research is explanatory research with non-probability sampling techniques through purposive sampling and accidental sampling methods with a sample of 97 respondents. The data is processed using SPSS software for quantitative analysis with validity test, reliability test, correlation coefficient, coefficient of determination, simple regression, multiple regression, and significance of t test and f test. The results showed that brand image and brand awareness had a positive and significant effect on purchasing decisions partially. As for simultaneously, it shows that brand image and brand awareness have a positive and significant effect on purchasing decisions. The suggestion from this study is to conduct several evaluations regarding product brand image and brand awareness on Garnier Micellar Water so that product purchasing decisions can be improved.Keywords: Brand Image; Brand Awareness; Purchasing Decision Industri kosmetik di Indonesia mengalami perkembangan pesat yang semakin berkembang dengan kompleks, salah satunya adalah Micellar Water Garnier. Data penjualan pada 2020 – 2023 menunjukkan terjadinya fluktuasi penjualan dan tidak tercapainya target penjualan selama empat tahun terakhir menjadi dugaan penurunan brand image dan brand awareness yang mengakibatkan permasalahan tersebut. Tipe penelitian ini adalah explanatory research dengan teknik non probability sampling melalui metode purposive sampling dan accidental sampling dengan sampel sejumlah 97 responden. Data diolah menggunakan software SPSS untuk analisis kuantitatif dengan uji validitas, uji reliabilitas, koefisien korelasi, koefisien determinasi, regresi sederhana, regresi berganda, dan signifikansi uji t dan uji f. Hasil penelitian menunjukkan bahwa brand image dan brand awareness berpengaruh secara positif dan signifikan terhadap keputusan pembelian secara parsial. Adapun secara simultan, menunjukkan brand image dan brand awareness berpengaruh positif dan signifikan terhadap keputusan pembelian. Saran dari penelitian ini adalah untuk melakukan beberapa evaluasi mengenai brand image produk serta brand awareness pada Micellar Water Garnier sehingga keputusan pembelian produk dapat ditingkatkanKata Kunci: Brand Image; Brand Awareness; Keputusan Pembelian]]>
