<![CDATA[This study aims to analyze the influence of price perception, social media marketing and brand image on purchasing decisions on Pink Flash brand cosmetic makeup products. Pink Flash is a brand from China that is engaged in makeup and skincare with a price benchmark that is considered quite affordable. This study is quantitative research with a multiple regression analysis method where the data collection technique is by questionnaire method, data analysis software in this study uses SPSS 25 program tools. The results of the study were: (1) price perception had a positive and significant effect on purchase decisions (Sig = 0.004 < 0.05; ? 0.474). (2) social media marketing has a positive and significant effect on purchasing decisions (Sig = 0.000 < 0.05; ? 0.611). (3) brand image has a positive and significant effect on purchase decisions (Sig = 0.000 < 0.05; ? 0.745). Meanwhile, the simultaneous influence of price perception, social media marketing and brand image on purchase decisions was 0.524. Which means that all X variables in this study have an effect of 52.4% on purchase decisions and the remaining 47.6% are influenced by other variables that are not studied.]]>
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