Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Kosmetik Somethinc pada Pengguna Shopee di Depok

Hudzaifah Ufairah Malawat; Dedy Syahyuni; Khotimah Herliana

doi:10.61132/maeswara.v4i5.2920

Authors

Hudzaifah Ufairah Malawat Universitas Bina Sarana Informatika
Dedy Syahyuni Universitas Bina Sarana Informatika
Khotimah Herliana Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.61132/maeswara.v4i5.2920

Keywords:

E-Commerce, Price, Product Quality, Purchase Decision, Somethinc

Abstract

The rapidly growing cosmetics industry in Indonesia and the expansion of e-commerce have influenced consumer purchasing trends, including for Somethinc products. Product quality and price are important factors that may affect consumer decisions in purchasing cosmetic products through online platforms. This study aims to analyze the influence of product quality and price on consumer purchasing decisions for Somethinc cosmetics through Shopee in Depok. This research uses a quantitative approach with an associative research design. The sample consisted of 96 Shopee customers in Depok who had previously purchased Somethinc products, selected using a non-probability sampling technique based on the Lemeshow formula. Data were collected through questionnaires using a Likert scale and analyzed using IBM SPSS Statistics 25. The analysis involved validity and reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination tests. The results show that product quality and price have a positive and significant partial effect on purchasing decisions. Simultaneously, product quality and price also have a positive and significant influence on consumer purchasing decisions. These findings indicate that improving product quality and maintaining competitive pricing strategies are important to increase purchasing decisions for Somethinc cosmetics on Shopee.

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