<![CDATA[This study aims to determine the influence of product quality, price, and social media on the purchasing decisions for Wardah skincare products among female Management students (Class of 2022) at UNPAB. The study employs a quantitative method involving 67 respondents. Data collection was conducted through the distribution of questionnaires. The collected data were analyzed using statistical tests—specifically normality, multicollinearity, and heteroscedasticity tests—and multiple linear regression analysis via SPSS Version 23.0 software. The results indicate that product quality has a positive and significant partial effect on Wardah skincare purchasing decisions. Price also has a positive and significant partial effect on purchasing decisions. Similarly, social media marketing has a positive and significant partial effect on purchasing decisions. Collectively, product quality, price, and social media marketing exert a positive and significant simultaneous effect on Wardah skincare purchasing decisions.]]>
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