This study aims to determine how much influence the variables of product quality, price
perception, and brand image have on buying interest in Hanasui skincare serum. Using a
quantitative approach with Multiple Linear Regression analysis techniques. Sampling using
purposive sampling by distributing questionnaires online via Google Form to 100 students in
Bogor district who use / are interested in buying Hanasui skincare serum. The findings of this
study provide the results that (1) the product quality variable has a positive and significant effect
on buying interest in Hanasui skincare serum for students in Bogor district. (2) the price
perception variable has a positive and significant effect on buying interest in Hanasui skincare
serum for students in Bogor district. (3) brand image variables have a negative and insignificant
effect on buying interest in Hanasui skincare serum among students in Bogor district. Each
variable simultaneously has a significant positive effect on buying interest in Hanasui skincare
serum among students in Bogor district.