<![CDATA[This study aims to examine and analyze the effect of brand image, product quality, price, and celebrity endorsements on purchasing decisions of Ms Glow products at Ms Glow Store Pandaan. The research methodology used is quantitative research with a survey method. The sampling technique used is simple random sampling with a total of 100 respondents. The data collection technique used a questionnaire which was processed using SPSS version 25. Data analysis used multiple linear regression. The results showed (1) there is a positive influence of brand image on purchasing decisions of Ms Glow products; (2) there is a positive effect of product quality on product purchasing decisions Ms. Glow; (3) there is a positive effect of price on the decision to purchase Ms Glow's products: (4) there is a positive effect of celebrity endorsement on the decision to buy Ms Glow's product. Brand image, product quality, price, and celebrity endorsement factors have an influence of 78.8% on Ms Glow's product purchase decisions, while the remaining 21.2% is influenced by other variables not included in this study. Keywords: brand image, product quality, price, celebrity endorsement, purchase decision. ]]>
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