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The cosmetics industry in Indonesia is experiencing rapid progress, with the emergence of more and more products on the market, both from domestic and foreign brands. Public awareness, especially among men and women, of the importance of maintaining their appearance through the use of cosmetic products is growing. This study aims to analyze the impact of price on purchasing decisions for MS Glow products, by considering the variables of perceived quality, brand loyalty, and competitiveness in the market. The method applied is qualitative research with a literature study approach, which includes analysis of various relevant scientific literature. The results of the study indicate that price, product quality, and promotion have a significant impact on purchasing decisions. This study also highlights the importance of understanding the elements of the marketing mix, especially price, in influencing consumer purchasing decisions. These findings are expected to provide strategic recommendations to cosmetic industry players in formulating effective pricing policies that are oriented towards consumer needs.

The problems raised in this study are whether price (X1) affects purchasing decisions (Y), whether product quality (X2) affects purchasing decisions (Y) and whether price (X1) and product quality (X2) affect purchasing decisions (Y). The sample in this study amounted to 30 people. The data analysis techniques used in this study are validity and reliability tests, classical assumptions, multiple linear regression tests, determination tests (adjusted R2), t tests and F tests. The analysis results show the regression model Y = 1.155 + 0.421 (X1) + 0.186 (X2). The conclusion obtained is that price (X1) has a positive and significant effect on purchasing decisions (Y) for Ms Glow products at Che Ms Glow Negara in Jembrana, which is indicated by the regression coefficient b1X1 which is positive. Product quality (X2) has a positive and significant effect on purchasing decisions (Y) of Ms Glow products at Che Ms Glow Negara in Jembrana, which is indicated by the regression coefficient b2X2 which is positive. The magnitude of the effect of price and product quality on purchasing decisions for Ms Glow products at Che Ms Glow Negara in Jembrana is 0.063 or 63%, while 37% is influenced by other factors not examined. The independent variable that has a dominant influence on purchasing decisions (Y) can be seen from the results of the Standardised Coefficients Beta value is the price variable (X1) which is 0.161 while the product quality variable (X2) is 0.360.