This research was conducted based on the skincare business phenomenon where in
the current era people pay more attention to their appearance, especially the health
and beauty of their skin. Because of this, business continues to experience very
rapid development, as evidenced by the increasing number of companies that are
established and continue to improve their quality. The aim of this research is to
determine the influence of the Ambassador brand, product innovation and product
quality on purchasing decisions for Scarlett Whitening products. The type of
research used is quantitative research. The sample of this research were students at
the Muhammadiyah University of Purwokerto who had previously purchased
Scarlett Whitening products, with a sample size of 100 respondents. The data
collection technique used was purposive sampling. The data analysis techniques
used in this research are descriptive statistics, instrument tests (validity and
reliability tests), classical assumption tests (normality test, multicollinearity test,
heteroscedasticity test), multiple regression analysis (determinant coefficient test
(r2), simultaneous test ( f)), hypothesis test (t). The analysis results show that the
Ambassador brand, product innovation and product quality simultaneously
influence purchasing decisions. And then, the Ambassador brand, product
innovation and product quality have a positive and significant influence on
purchasing decisions for Scarlett Whitening products.