<![CDATA[This study analyzes the effects of Brand Image, Halal Brand Trust, and Product Quality on purchase decisions for Wardah cushion products among consumers at Toko Tambangan Cosmetic, Babat District, Lamongan Regency. A quantitative causal-associative design was applied to 96 female respondents selected through purposive sampling. Data were collected using a five-point Likert questionnaire and analyzed with multiple linear regression in IBM SPSS Statistics 26. The results indicate that Brand Image has a positive and significant effect on purchase decisions, with a t-value of 3.065, significance of 0.003, and beta coefficient of 0.319. Halal Brand Trust also has a positive and significant effect, with a t-value of 3.432, significance of 0.001, and the highest beta coefficient of 0.388. Product Quality does not significantly affect purchase decisions, with a t-value of -0.166 and significance of 0.868. Simultaneously, the three variables significantly influence purchase decisions, with an F-value of 19.104 and significance of 0.000. These findings emphasize the importance of strengthening halal trust and brand image while maintaining product quality in competitive cosmetics marketing for sustainable consumer confidence and stronger long-term market positioning. ]]>
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