Consumer behavior is an action that is directly involved in obtaining, determining products and services, including the decision-making processes that precede and follow these actions. One of the factors that can determine the occurrence of purchasing decisions is brand awareness, perceived value, and perceived quality. Because with a high brand awareness of the product, the perception of a good value on the product, and a good perception of the quality of the product can increase the value of purchasing decisions. This study analyzes the effect of brand awareness, perceived value, and perceived quality on purchasing decisions simultaneously and partially. The sample selection of this study used purposive sampling with the sample criteria being college students in Purwokerto who had bought and used Scarlett brand skincare. The data analysis techniques used in this research are descriptive analysis, instrument test, classical assumption test, multiple linear regression test, model fit test and hypothesis testing. The results of the analysis show that brand awareness, perceived value, and perceived quality simultaneously have a positive and significant effect on purchasing decisions, brand awareness and perceived value are partially positive and significant influence on purchasing decisions, and perceived quality partially has no positive and significant effect on purchasing decisions.