<![CDATA[The increasingly intense competition in the skincare industry encourages companies to understand consumers’ digital behavior in order to maintain market share. In addition, consumers today tend to rely on information obtained through digital media before making purchasing decisions. This study aims to examine whether consumer behavior factors, namely cultural factors, social factors, personal factors, and psychological factors, have a positive and significant influence on purchasing decisions of Emina skincare products in Purworejo. The population in this study consisted of consumers who had purchased and used Emina skincare products in Purworejo Regency. The sample consisted of 150 respondents selected using a purposive sampling technique. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using SPSS 23 for Windows with the multiple linear regression analysis method. The results of the study indicate that social factors, personal factors, and psychological factors have a positive and significant influence on purchasing decisions, while cultural factors do not have a positive and significant influence on purchasing decisions of Emina skincare products in Purworejo.]]>
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