<![CDATA[This study aims to analyze the influence of Brand Image and Product Quality on Purchase Decision of Azarine Sunscreen products in Surabaya. This research employs a quantitative approach with data collected through an online questionnaire distributed to 98 respondents who are consumers of Azarine sunscreen products and reside in Surabaya. The sampling technique used is non-probability sampling with a purposive sampling method. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). This study adopts the Theory of Planned Behaviour (TPB), which emphasizes the factors that shape purchasing decisions, and in this context, studies involving sunscreen products remain relatively limited. The results of the study indicate that Brand Image and Product Quality have a significant influence on Purchase Decision for Azarine Sunscreen products. This phenomenon highlights that despite the increasingly intense competition in the sunscreen market, product quality remains an important factor that can influence brand image and consumer behavior. These findings are expected to contribute particularly to local sunscreen manufacturers, suggesting that in addition to improving technical product quality, it is also essential to pay attention to psychological, social, and behavioral factors in the consumer decision-making process.]]>
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