<![CDATA[This study aims to determine the influence of product quality, brand image, and price on the purchasing decision of Emina Lip Cream. This research method is quantitative, with data collection techniques using questionnaires processed with SPSS 25. The analytical tools used are descriptive analysis, classical assumption test, simple regression analysis, multiple regression analysis, t-test, and F-test. Based on the results of the t-test analysis, it is explained that product quality, brand image, and price partially have a positive and significant influence on the purchasing decision of Emina Lip Cream, where each independent variable, namely product quality, brand image, and price, has a t sig value < 0.05. Based on the results of the F-test, it is explained that product quality, brand image, and price simultaneously influence the purchasing decision, where the F sig value is 0.000 < 0.05. Among the three independent variables, the most dominant variable influencing the purchasing decision is the price variable.]]>
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