<![CDATA[This research is motivated by the rapid growth of the cosmetics and skincare industry in Indonesia and the importance of understanding the factors influencing consumer purchase intention, particularly in Sorong City. The objective of this study is to analyze the effect of product quality and price on consumer purchase intention of cosmetics and skincare in Sorong City. This study employed a descriptive quantitative method with a sample of 100 respondents selected using accidental sampling technique. The results showed that: (1) Product quality has a positive and significant effect on consumer purchase intention with a significance value of 0.000 < 0.05; (2) Price does not have a significant effect on consumer purchase intention with a significance value of 0.323 > 0.05; (3) Simultaneously, product quality and price have a significant effect with an F-test value of 0.000 < 0.05. The coefficient of determination value of 0.191 indicates that 19.1% of the variation in consumer purchase intention is explained by product quality and price, while the remaining 80.9% is explained by other variables. In conclusion, product quality is the main factor influencing purchase intention, while price is not a primary consideration for cosmetics and skincare consumers in Sorong City.]]>
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