<![CDATA[ The growth of e-commerce has changed consumer purchasing behavior, particularly in the skincare market, where consumers rely on brand reputation, customer reviews, and price information before making a purchase. This study aims to analyze the partial and simultaneous effects of brand image, customer review, and price on the purchase decision of The Face skincare products on Shopee in Semarang City. A quantitative causal-associative design was employed. The study involved 96 respondents selected using purposive sampling, with data collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The results show that brand image has a positive and significant effect on purchase decisions (t = 3.277; p = 0.001), customer review has a positive and significant effect (t = 3.208; p = 0.002), and price also has a positive and significant effect (t = 2.950; p = 0.004). Simultaneously, the three variables significantly affect purchase decisions (F = 27.013; p < 0.001). The coefficient of determination (R² = 0.468) indicates that 46.8% of the variation in purchase decisions is explained by the model. These findings imply that strengthening brand image, encouraging credible customer reviews, and maintaining price-quality suitability can support consumer purchase decisions.]]>
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