<![CDATA[Purpose – This study aims to analyze the effects of perceived value, price perception, and social influence on the purchasing decisions of Natasha skincare consumers in Malang City. Design/methodology/approach – This research uses a quantitative approach. Data were collected from 160 respondents through questionnaires distributed to Natasha skincare consumers in Malang. The analysis process includes validity and reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing. Findings – The results show that perceived value, price perception, and social influence significantly influence purchasing decisions. Among these variables, perceived value has the most dominant effect, followed by price perception and social influence, which also contribute positively but to a lesser extent. Originality/value – This study emphasizes the dominant role of perceived value in shaping skincare purchasing decisions within Indonesia’s highly competitive beauty industry, particularly in the context of Natasha consumers.]]>
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