<![CDATA[This study aimed to analyze the influence of brand image (X1) and product quality (X2) on the purchasing decision (Y) of Wardah lipstick products. The population in this study is Generation Z consumers in West Jakarta who had purchased and used the product. The sampling technique utilized a purposive sampling method, resulting in a total of 151 respondents. Data collection was conducted online through the distribution of structured questionnaires, while data analysis was performed quantitatively and statistically using SPSS software. The partial test results indicated that brand image had a positive and significant effect on purchasing decisions, with a T count value of 6.547 and a significance value of 0.001. Product quality also had a positive and significant partial effect on purchasing decisions, with a T count value of 5.950 and a significance value of 0.001. Simultaneously, brand image and product quality together significantly influenced the purchasing decisions of Wardah lipstick among Generation Z in West Jakarta, with an F count value of 230.933 and a significance level of 0.001. The coefficient of indicates that 75.7% of the variation in purchasing decisions can be explained by both variables, while the remaining 24.3% is influenced by other variables outside this model. In conclusion, Wardah's management is advised to continuously maintain a positive brand image and improve product quality to drive purchasing decisions.]]>
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