This research aims to analyze service quality, price perception, and brand image on guest satisfaction at Favehotel Gatot Subroto Jakarta. The type of data used is primary data in the form of respondents' opinions by distributing questionnaires. The population in this study is the customer of Favehotel Gatot Subroto Jakarta with a sample of 107 respondents by purposive sampling. The data obtained will be analyzed using quantitative methods with multiple linear regression analysis. Based on the research that has been done, the results show that the service quality variable, either simultaneously or partially, has a positive and significant effect on guest satisfaction, the price perception variable, either simultaneously or partially, has a positive and significant effect on guest satisfaction, and the brand image variable either simultaneously or partially. partial positive and significant effect on guest satisfaction.

In the skincare sector, the consumer's decision to purchase plays a crucial role in a company's existence, particularly for Scarlett Whitening, as it directly affects profitability. The objective of this study is to examine the effects of brand image (X1), promotion (X2), and price perception (X3) as predictor variables on the purchase decisions (Y) made at Scarlett Whitening. This research adopts a quantitative research design based on surveys and employs an accidental sampling method, with a sample size of 100 individuals who have previously made purchases at Scarlett Whitening. Multiple regression analysis is employed to analyze the data acquired from the participants, and the primary data is directly gathered from the respondents. Research findings show that, independent variables affect purchase decision simultaneously at Scarlett Whitening. However, partially brand image, promotion, and price perception affect significantly purchase decision at Scarlett Whitening.