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Abstract
<jats:p>The progressive expansion of Indonesia’s national skincare sector has engendered an increasingly contested business landscape, compelling industry players to devise adaptive marketing formulations capable of effectively steering market preferences and responses. Within such a competitive milieu, product quality attributes and pricing dimensions assume a strategic position in the evaluative mechanisms preceding consumers’ purchasing choices. This study seeks to ascertain the contribution of product quality and price in shaping purchasing decisions concerning Scarlett Whitening among consumers residing in Bekasi. A quantitative approach with an associative research design was employed. A total of 100 respondents who fulfilled the predetermined research criteria were selected through purposive sampling, with primary data elicited via an online questionnaire. Data processing was conducted using IBM SPSS Statistics version 25, encompassing a sequence of analytical procedures, including validity and reliability testing, classical assumption testing, multiple linear regression analysis, partial and simultaneous hypothesis testing, and coefficient of determination analysis. The findings demonstrate that product quality exerts a positive and statistically significant influence on purchasing decisions, as evidenced by a calculated t-value of 5.218 and a significance level of 0.000. Price likewise exerts a positive and statistically significant influence, with a calculated t-value of 3.982 and a significance level of 0.000. Simultaneously, product quality and price exert a significant influence on purchasing decisions, yielding a calculated F-value of 148.497 with a significance level of 0.000. The model accounts for 75.6% of the variance in purchasing decisions, underscoring the imperative for the company to preserve product-quality consistency while recalibrating its pricing policies to reinforce consumers’ propensity to purchase.</jats:p>