<![CDATA[Purpose – This study aims to analyze the effects of lifestyle and gender on students’ purchasing decisions for skincare products. Design/Methodology/Approach – This study employed a quantitative research method with descriptive and verificative approaches. The population consisted of active students at Universitas Pendidikan Indonesia (UPI). A purposive sampling technique was applied with the criteria of students who had purchased skincare products and visited modern shopping centers, resulting in 60 respondents. Primary data were collected using a five-point Likert-scale questionnaire and analyzed using multiple linear regression with PSPP software. Findings – The results indicate that lifestyle and gender both simultaneously and partially have positive and significant effects on students’ purchasing decisions for skincare products. These findings suggest that lifestyle preferences and demographic characteristics play important roles in shaping consumer decisions within the skincare market. Originality/Value – This study contributes to consumer behavior literature by integrating psychographic (lifestyle) and demographic (gender) factors to explain skincare purchasing decisions within the context of modern shopping environments. The findings provide practical implications for skincare marketers by highlighting the importance of experiential marketing strategies that align with lifestyle trends and gender-based consumer preferences, rather than focusing solely on product functionality.]]>
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