<![CDATA[This study aims to analyze and test the influence of Brand Image, Product Quality, and Price on the Purchase Decision of Viva Cosmetics products among Generation Z. Viva Cosmetics is a legendary brand that remains relevant and faces intense competition in the Indonesian skincare market. The research employs a quantitative approach, where primary data was collected through questionnaires distributed to respondents from the Generation Z demographic. The collected data was then analyzed using the multiple linear regression analysis method. The results show that Product Quality and Price have a significant and positive effect on purchase decisions. Conversely, Brand Image does not have a significant influence on Generation Z's purchase decision. This finding indicates that Generation Z consumers tend to prioritize functional factors such as Product Quality and Price over mere brand perception when making their purchasing choices.]]>
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