<![CDATA[ The research Sims to determine the rope of Product Attributes and Social media on Purchasing Decisions to buy Wardah Brand Cosmetics In Palu City. This type of research ia casual serearch. The independent variable ia the Product attribute (X1) and Social media (X2), while the dependent variable ia the purchase decision (Y). The collection methods used were questionnaire, literatur study, and interview. The sampling technique used purposive sampling with a sample size of 120 respondents. The data analisys method used multiple linear regression, F test and t test. Product attribute and social media simultaneously have significant effect towards purchasing decisions of Wardah’s Customers in Palu, Product attribute partially has significant effect towards purchasing decision, as well as social media partially has significant effect towards purchasing decision of Wardah’s Customers in Palu. Penelitian ini bertujuan untuk mengetahui peran atribut produk dan media sosial terhadap keputusan pembelian kosmetik merek Wardah di Kota Palu. Jenis penelitian ini merupakan penelitian kausal. Variabel independen adalah atribut produk (X1) dan media sosial (X2), sedangkan variabel dependen adalah keputusan pembelian (Y). Metode pengumpulan yang digunakan adalah kuesioner, studi kepustakaan, dan wawancara. Teknik penarikan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 120 responden. Metode analisis data menggunakan regresi linear berganda, uji F dan uji t. Variabel atribut produk, media sosial secara simultan bepengaruh signifikan terhadap keputusan pembelian Wardah di Kota Palu, variabel atribut produk secara parsial berpengaruh terhadap keputusan pembelian Wardah di Kota Palu, dan variabel sosial media secara parsial berpengaruh terhadap keputusan pembelian Wardah di Kota Palu.]]>
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