Factors affecting the purchase decision of skincare products: Perspectives of promotion, product quality, and price
Abstract
This research seeks to ascertain the impact of promotion, product quality, and price on the purchase decision of Skintific skincare products. The analysis method used in this research employs qualitative primary data. The tests conducted are: validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, multiple linear regression analysis, t-test, F-test, and coefficient of determination test. The data used in this study was collected through questionnaires, with 100 valid respondents. Non-probability sampling combined with incidental sampling is the sampling strategy employed in this study. SPSS is the testing instrument utilized. The results show that the promotion variable does not have a direct or partial effect on consumer purchase decisions, while the product quality and price variables have a direct or partial effect on the purchase decision of Skintific skincare products. The most dominant variable affecting the purchase decision is the price variable.
Downloads
References
Abdul Manap. (2016). Revolusi Manajemen Pemasaran (Edisi Pert). Mitra Wacana Media.
Agustina, R. M., Efendi, N., & Tulim, A. (2024). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Produk Skincare Skintific Pada Mahasiswa/ I Kota Medan. Jurnal Wira Ekonomi Mikroskil, 14(1), 90–100. https://doi.org/10.55601/jwem.v14i1.1221
Cranford, S. W. (2020). Seven Seconds or Less: Buzzwordy Titles in the Era of MOFs and Tinder. Matter, 3(4), 965–967.
Cronje, J. C. (2020). Designing Questions for Research Design and Design Research in e‑Learning. Electronic Journal of E-Learning, 18(1), pp13-24.
Efendi, F. B., & Aminah, S. (2023). Pengaruh Promosi dan Kualitas Produk terhadap Keputusan Pembelian Produk Skincare Skintific (Studi pada Mahasiswa UPN “Veteran” Jawa Timur). J-MAS (Jurnal Manajemen Dan Sains), 8(1), 762. https://doi.org/10.33087/jmas.v8i1.1055
Fadhilah, N. N. H., & Sungkono. (2024). Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Skintific Di Kalangan Mahasiswa Universitas Buana Perjuangan Karawang. Jurnal Sains Student Research, 2(4), 572–584. https://doi.org/10.5281/zenodo.12683687
Firjatullah, T. S., Febrianti, L. V. N., Putri, S. N. P., Wainggai, D. H. M. L., & Nurcahyo, F. S. A. (2023). Pengaruh Harga Terhadap Keputusan Pembelian Skincare Secara Online Pada Masa Pandemi Covid-19 Di Lingkungan Mahasiswi Universitas Negeri Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 11(1), 36–42. https://doi.org/10.26740/jptn.v11n1.p36-42
Fryer, L. K., & Dinsmore, D. L. (2020). The Promise and Pitfalls of Self-report: Development, research design and analysis issues, and multiple methods. Frontline Learning Research, 8(3), 1–9.
Grieshaber, S. (2020). Equity and research design. In Doing early childhood research (pp. 177–191). Routledge.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Kementrian Perindustrian Republik Indonesia. (2019). Industri Makanan dan Minuman Jadi Sektor Kampiun. Retrieved from https://kemenperin.go. id/artikel/20298/Industri-Makanan-danMinuman-Jadi-Sektor-Kampiun
Kotler, P ., & Amstrong, G. (2016). Dasar-Dasar Pemasaran. (Edisi ke S). Erlangga.
Kotler, P. and K. L. K. (2016). Marketing Management. In Journal of Marketing (15th editi, Vol. 37, Issue 1, p. 109). Pearson Education, Inc. https://doi.org/10.2307/1250781
Laksmana, D. S., & Setyawan, A. (2021). Pemberdayaan Masyarakat Melalui Media Sosial Sebagai Media Promosi UMKM Era New Normal di Desa Gunungsari, Kecamatan Kasreman, Kabupaten Ngawi. Buletin Pemberdayaan Masyarakat Dan Desa, 1(1), 20–26. https://doi.org/10.21107/bpmd.v1i1.12016
Lupiyoadi, R. (2014). Manajemen pemasaran jasa berbasis kompetensi. Salemba Empat.
Luthfia, Z., & Maya, S. (2022). Strategic : Journal of Management Sciences Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Pada MSGLOW Skincare. Strategic: Journal of Management Sciences, 2, 39–44.
Nasution, A. E., Putri, L. P., & Lesmana, M. T. (2019). Analisis Pengaruh Harga, Promosi, Kepercayaan dan Karakteristik Konsumen Terhadap Keputusan Pembelian Konsumen Pada 212 Mart di Kota Medan. Proseding Seminar Nasional Kewirausahaan, 1(1), 194–199.
http://jurnal.umsu.ac.id/index.php/snk/article/view/3594/3325
Saragih, M., & Novimariono, N. (2020). An Experimental Study of The Effectiveness PEOW MODEL Through Applying Quartet Card in Teaching English Writing. Indonesian Journal of Education, Social Sciences and Research (IJESSR), 1(1), 32–40.
Shu, K., Mahudeswaran, D., Wang, S., Lee, D., & Liu, H. (2020). Fakenewsnet: A data repository with news content, social context, and spatiotemporal information for studying fake news on social media. Big Data, 8(3), 171–188.
Stewart, E. (2021). Detecting Fake News: Two Problems for Content Moderation. Philosophy & Technology, 1–18.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D.
Tjiptono, F. (2019). Strategi Pemasaran (4th ed.). ANDI.
Van der Giesen, C., Cucurachi, S., Guinée, J., Kramer, G. J., & Tukker, A. (2020). A critical view on the current application of LCA for new technologies and recommendations for improved practice. Journal of Cleaner Production, 259, 120904.
