PENGARUH CITRA MEREK, PERSEPSI KUALITAS DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK SARIAYU (Studi Kasus Pada Followers Instagram @Sariayu_mt)

This study aims to determine the effect of brand image, perceived quality and perceived price on purchasing decisions for sariayu cosmetics (case study on instagram followers @sariayu_mt) The research method used is a quantitative method using the help of SPSS version 25.00 which was collected from the results of distributing questionnaires to sariayu instagram followers with 100 respondents. The analysis method used in this study is using an instrument test, namely validity and reliability tests. Classical assumption tests, namely normality tests, linear regression analysis, determination coefficient analysis (R2), hypothesis tests, namely T tests and F tests. The results of SPSS in this study are that the brand image variable (X) influences purchasing decisions (Y), Perceived Quality (X) influences purchasing decisions, Perceived Price (X) influences purchasing decisions (Y), Brand Image, Perceived quality and price perceptions simultaneously influence purchasing decisions.