Skincare competition is getting higher due to the increase of demand for skincare among the public. One of them is sunscreen which is the basic and main choice in protecting the skin from UV exposure. Azarine is one of the sunscreen products that becomes favourite among the public, especially young people. This study aims to determine whether brand ambassador, product quality, and promotion have a positive and significant impact on purchasing decisions for Azarine sunscreen. The independent variabels used in this study are brand ambassador, product quality, and promotion. While the dependent variable used in this study is the purchase decision. The sampling technique used purposive sampling, namely the criteria for respondents 17 years and over. The research is quantitative. Data collection was carried out by collecting questionnaires as many as 100 respondents by partially testing brand ambassadors, product quality, and promotion. The data analysis used in this study is multiple linear regression. The result of this study indicates that brand ambassadors have a positive and significant impact on purchasing decisions as well as promotion have a positive and significant impact on purchasing decisions.

Keywords: Brand ambassador, promotion, Quality product and purchasing decision