The purpose of this study was to find out and analyze the influence of each factor of quality, price, advertising and packaging on the purchase decision of the face cream for the Garnier brand at PT Sinar Terang Mulia Bersama in Teluk Bayur. The data analysis used is Validity Test, Reliability Test, Multiple Regression Analysis, F Test, T Test, and Determination Coefficient.
The population used in this study were consumers who had purchased the Garnier brand face whitening cream and the technique used was non-probability sampling with an accidental sampling approach. Data collection in the form of questionnaires. The results showed that quality, price, advertising and packaging simultaneously had a significant effect on the purchase decision of the Garnier brand bleach cream. Partially price and packaging, while the quality and advertising variables have no significant effect on the decision to purchase Garnier brand whitening cream. The most dominant factor influencing the decision to purchase Garnier brand bleach cream is price.