Monica Putri Utami; Lis Setyowati
The aim of the study was to analyse the effect of advertising effectiveness, brand preference, and beauty on purchasing decisions for Scarlett Whitening products in Generation Z in Tuban Regency. This type of quantitative research. This study uses primary data and secondary data. The non-probability sampling technique used a purposive sampling technique, using the slovin formula to calculate the sample so that 100 respondents were determined. The results of the research on the t test and F test show that advertising effectiveness, brand preferences, and beauty influencers influence the decision to purchase Scarlett Whitening products in generation z in Tuban Regency. R Square results of 42.3% and 57.7% are influenced by other variables.