<![CDATA[The increasingly intense competition in Indonesia's skincare industry has caused a decline in Scarlett's sales ranking on e-commerce platforms in recent years, indicating a shift in consumer purchasing decisions. This study aims to analyze the effect of product quality and price on the purchasing decisions of Scarlett skincare in East Jakarta, both partially and simultaneously. This research employs a quantitative method with a causal associative approach. Data were collected through an online questionnaire distributed to consumers of Scarlett skincare products in Duren Sawit District, selected using a purposive sampling technique, and were then analyzed using multiple linear regression. The results show that product quality has a positive and significant effect on purchasing decisions. Price is also proven to have a positive and significant effect on purchasing decisions. Simultaneously, product quality and price jointly have a significant effect on purchasing decisions and are able to explain most of the variation that occurs in consumer purchasing decisions. It can be concluded that product quality and price are important factors that determine the purchasing decisions of Scarlett skincare. Companies are advised to continuously improve product quality consistency and implement competitive pricing strategies, while future researchers are advised to add other variables such as brand image, promotion, or consumer trust to make the research results more comprehensive.]]>
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