The Influence of Price, Product Quality, and Promotion on Purchasing Decisions of Azarine Hydrasoothe Sunscreen Gel in Surakarta

The skincare industry in Indonesia is growing rapidly due to increasing awareness of skin health. Sunscreen is an essential skincare product that protects the skin from UV rays. This research focuses on the purchasing decisions of Azarine Hydrasoothe Sunscreen Gel in Surakarta, influenced by price, product quality, and promotion. A quantitative method was used with a sample of 100 respondents obtained through purposive sampling. Data were collected via questionnaires and analyzed using multiple linear regression. The results indicate that price, product quality, and promotion have a positive and significant effect on purchasing decisions both partially and simultaneously. These findings can help businesses, especially in the skincare industry, to enhance their marketing strategies.