Product Quality and Promotion on Purchase Decisions of Local Skincare: A Case Study of The Originote Consumers in Kelapa Dua, Depok

This study aims to examine the influence of product quality and promotion on purchase decisions for The Originote local skincare products among consumers in Kelapa Dua, Depok. The research is motivated by the growing competition in the skincare industry and the shift in consumer behavior toward more selective purchasing decisions. A quantitative approach was employed using a survey method, with questionnaires distributed to 137 respondents. Multiple linear regression analysis was applied to test both partial and simultaneous effects of the independent variables (product quality and promotion) on the dependent variable (purchase decision). The findings reveal that both product quality and promotion have a positive and significant impact on purchase decisions, individually and collectively. These results suggest that companies should prioritize improving product quality and implementing targeted promotional strategies to sustain and enhance consumer buying interest