<![CDATA[The rapid growth of the skincare industry in Indonesia has increased market competition and encouraged consumers, especially university students, to become more selective in choosing skincare products. This study aims to examine the influence of product quality and price on purchasing decisions regarding Glad2Glow skincare products among students of the Faculty of Islamic Economics and Business at UIN Sultan Thaha Saifuddin Jambi. The research employed a quantitative approach using a survey method. A total of 95 respondents were selected through purposive sampling. Data were collected using structured questionnaires and analyzed through multiple linear regression with the assistance of SPSS version 27. The research instrument was tested using validity and reliability analyses, while classical assumption tests included normality, multicollinearity, and heteroscedasticity tests. The findings indicate that product quality has a positive and significant effect on purchasing decisions. Price was also found to positively and significantly influence purchasing decisions. Simultaneously, product quality and price significantly affect purchasing decisions regarding Glad2Glow skincare products. The coefficient of determination (R²) value of 51.4% shows that product quality and price explain more than half of the variation in purchasing decisions, while the remaining 48.6% is influenced by other factors outside the scope of this study. These findings highlight the importance of maintaining product quality and setting appropriate prices to increase consumers’ purchasing decisions.]]>
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