Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Emina Pada Situs Belanja Online Shopee

The Influence of Price and Product Quality on the Decision to Buy Emina Skincare Products on the Shopee Online Shopping Site

Abstract

The development of e-commerce e-commerce development has intensified competition in the skincare industry, requiring companies to understand factors influencing purchasing decisions, particularly price and product quality. Emina was selected because its skincare products are marketed through Shopee, making it relevant for studying online purchasing decisions. Previous studies have reported inconsistent findings on the effects of price and product quality, indicating a research gap that requires further study. This research aims to examine the effects of price and product quality on purchasing decisions, both partially and simultaneously. A quantitative survey was conducted with 100 respondents who had purchased Emina skincare products through Shopee. Data were analyzed using SPSS, including validity, reliability, classical assumption, multiple regression, t-test, F-test, and coefficient of determination tests. The results show that price has a positive and significant effect on purchasing decisions (t = 3.373; sig. = 0.001 < 0.05), as does product quality (t = 5.452; sig. = 0.000 < 0.05). Simultaneously, price and product quality significantly affect purchasing decisions (F = 64.198; sig. = 0.000 < 0.05). The Adjusted R Square of 0.561 indicates that both variables explain 56.1% of the variation in purchasing decisions