<![CDATA[This study is motivated by the increasingly intense competition in the cosmetics industry, which compels businesses to enhance product quality and set appropriate prices to influence consumer purchasing decisions. The study aims to determine the impact of product quality and price—both individually and simultaneously—on purchasing decisions for Wardah cosmetic products at Shasa Beauty Kandis. A quantitative approach with an associative research design was employed. The study population consisted of 1,320 individuals, with a sample size of 99 respondents. The results indicate that the product quality variable has a positive effect on purchasing decisions, with a calculated t-value (t-count) of 4.948, which exceeds the t-table value of 2.037 (4.948 > 2.037). The price variable also positively influences purchasing decisions, with a calculated t-value of 2.529, exceeding the t-table value of 2.037 (2.529 > 2.037). Furthermore, the simultaneous test (F-test) yielded a calculated F-value (F-count) of 21.315, demonstrating that product quality and price collectively influence purchasing decisions for Wardah cosmetic products at Shasa Beauty Kandis. Thus, it can be concluded that higher product quality and more appropriate pricing lead to a higher likelihood of consumer purchasing decisions regarding Wardah cosmetic products.]]>
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