<![CDATA[This research is motivated by the increasing level of business competition, one of which is beauty products. High demand for skincare products can trigger business competition where every business competes to highlight its products and continue to innovate and make the best quality products to attract consumers. This study aims to examine price, viral marketing, online customer reviews, and halal labels on purchasing decisions for Facetology skincare, both partially and simultaneously. The approach used is quantitative and associative research type, primary data collected from 90 respondents and analyzed using multiple linear regression. The results showed that price and online customer reviews significantly influenced purchasing decisions, while viral marketing and halal labeling had no significant effect. But simultaneously, the four variables have a significant effect on purchasing decisions for Facetology skincare.ABSTRAKPenelitian ini dilatarbelakangi oleh pelonjakan tingkat persaingan bisnis, salah satunya produk kecantikan. Permintaan yang tinggi terhadap produk perawatan kulit dapat memicu persaingan bisnis dimana setiap pelaku bisnis bersaing untuk menonjolkan produknya dan terus melakukan inovasi serta membuat produk kuliatas terbaik untuk menarik konsumen. Penelitian ini bertujuan menguji harga, viral marketing, online customer review, dan label halal terhadap keputusan pembelian skincare Facetology, baik secara parsial maupun simultan. Pendekatan yang digunakan kuantitatif dan jenis penelitian asosiatif, data primer dikumpulkan dari 90 responden dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa harga dan online customer review secara signifikan mempengaruhi keputusan pembelian, sedangkan viral marketing dan label halal tidak berpengaruh secara signifikan. Namun secara simultan, keempat variabel tersebut berpengaruh signifikan terhadap keputusan pembelian skincare Facetology. ]]>
