Analisis Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Pembelian Skincare Skintific pada Mahasiswa Berdomisili Bengkalis

The increasingly competitive skincare industry has prompted consumers to consider multiple factors before purchasing, particularly brand image and product quality. This study aims to analyze the effect of brand image and product quality on purchasing decisions for Skintific skincare among Bengkalis students, both partially and simultaneously. A quantitative approach was employed, with data collected through questionnaires distributed to 100 active students residing in Bengkalis aged 18–25 years who had purchased or used Skintific products. Data analysis techniques included validity and reliability testing, classical assumption tests, correlation analysis, and multiple linear regression using SPSS 25. The results indicate that brand image has a significant positive effect on purchasing decisions (t-value = 7.555 > t-table = 1.984; sig. 0.000). Product quality also exerts a significant positive effect (t-value = 5.226 > t-table = 1.984; sig. 0.000). Simultaneously, both variables significantly influence purchasing decisions (F-value = 220.268 > F-table = 3.09; sig. 0.000) with a coefficient of determination (R²) of 0.820, indicating that 82% of the variation in purchasing decisions is explained by brand image and product quality, while the remaining 18% is influenced by other factors not explained in this study.