This research aims to analyze buyer behavior towards skincare products, with a focus on factors that influence purchasing decisions, product preferences, the influence of social media, and promotional strategies. This study uses a quantitative approach with survey methods to collect data from respondents regarding habits, preferences and external influences in purchasing skin care products. Data analysis techniques are carried out descriptively to identify trends and patterns of consumer behavior. The research results show that product quality is the main factor in decisions (91.3%), followed by needs and price. TikTok emerged as the top platform for seeking information (77.9%), while influencer reviews had a significant influence with 91.3% of respondents considering them before purchasing a product. The majority of consumers prefer local products (60.6%) compared to imports. Additionally, promotional strategies such as discounts and cashback proved effective in attracting attention, with 93.3% of respondents expressing interest in the offer. This research concludes that skincare buyer behavior is influenced by a combination of rational and emotional factors, which are strengthened by the influence of social media and promotions. These findings provide insight for producers in designing marketing strategies that are more effective and in line with consumer needs.

Character education is important for human life, so the role played by the world of education must not only show moral knowledge, but also love and be willing to take moral action. This paper will discuss the formation of student character through Islamic religious education. Islamic Religious Education (PAI) is one of the most important pillars of character education in the world of education. Character education will grow well if it starts from the instillation of a religious spirit in children, therefore PAI material in schools is one of the supports for character education for students. Through PAI learning, students are taught aqidah as their religious basis, taught the Koran and hadith as a guide for their life, taught fiqh as legal signs in worship, teaches Islamic history as an example of life, and teaches morals as a guide for human behavior whether in the good or bad category. bad. Therefore, the main goal of PAI learning is the formation of personality in students which is reflected in their behavior and mindset in everyday life. In addition, the success of PAI learning in schools is also determined by the application of appropriate learning methods.