<![CDATA[This research investigates the impact of brand awareness,influencer marketing and pricing on the purchasing decisions of Nivea Sunscreen products in Bandung City. Employing a quantitative methodology, the study adopts a descriptive and verificative approach. Data was gathered through a questionnaire distributed to 100 participants. The sampling methodutilized is non-probability sampling, specifically purposive sampling, as determined by Slovin’s formula. The target studied consists of individuals who use sunscreen in Bandung City. Based on hypothesis testing results (t-test), Brand Awareness has a significant and positive impact, indicated by a significance value of 0.000 < 0.05. Influencer Marketing demonstrates a notably positive impact, evidenced by a significance value of 0.000 < 0.05, and Price has a significant and positive effect with a significance value of 0.000 < 0.05. The hypothesis testing results (f-test) show that the calculated f-value is 380.072 > 2.700, and the significance value is 0.000 < 0.05.Therefore, it can be concluded that Brand Awareness, Influencer Marketing, and Price have a significant and positive influence on Purchasing Decisions.]]>
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