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PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC MOISTURIZER DI PLATFORM TOKOPEDIA

Authors

Rafi Muhammad Rasyid Universitas Indonesia Membangun
Arief Rachmansyah Universitas Indonesia Membangun

DOI:

https://doi.org/10.35446/dayasaing.v12i1.2681

Keywords:

Product Quality, Price, Purchase Decision, Skincare, Tokopedia.

Abstract

ABSTRACT

This research explores the impact of price and product quality on the acquisition of Skintific Moisturizer through the Tokopedia marketplace. Employing a quantitative framework with verificative and descriptive designs, the study gathered primary data via Likert-scaled instruments from a purposive sample of 100 verified customers. The analysis, executed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS, reveals that both variables contribute positively and significantly to buying choices. Notably, the data suggests that pricing strategies exert a more substantial influence than product attributes in shaping consumer final decisions

Keywords: Product Quality, Price, Purchase Decision, Skincare, Tokopedia.

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