<![CDATA[Intense competition in the beauty industry drives businesses to enhance service quality and build a positive brand image in an effort to influence consumer purchasing decisions. This study aims to analyze and determine the impact of service quality and brand image on purchasing decisions at Brand X, both individually and simultaneously. The study employs a quantitative method with a causal-associative approach and involves 190 respondents selected via purposive sampling. Data were collected through questionnaires and analyzed using classical assumption tests, validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination using IBM SPSS Statistics Version 25. The multiple linear regression analysis yielded the equation Y = 1.365 + 0.272X1 + 0.319X2. The t-test results demonstrate that both service quality and brand image have a positive and significant effect on purchasing decisions. The F-test results show a calculated F-value of 97.766, indicating that service quality and brand image simultaneously exert a significant influence on purchasing decisions. Furthermore, the Adjusted R-Square value of 0.506 indicates that 50.6% of the variation in purchasing decisions can be explained by service quality and brand image, while the remaining 49.4% is influenced by factors outside the research model. Service quality and brand image play a crucial role in boosting purchasing decisions at Brand X.]]>
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