Faktor yang Memengaruhi Keputusan Pembelian Produk Skincare di E-commerce
DOI:
https://doi.org/10.46821/ijms.v4i1.621Abstract
Kajian riset ini ditujukan dalam rangka memahami dampak price, quality product, dan brand image dan celebrity endorser terhadap keputusan pembelian produk Skintific di Shopee, Studi ini menerapkan metode kuantitatif dengan metode purposive sampling. Sejumlah 100 partisipan yang telah melaksanakan transaksi produk Skintific di platform Shopee terpilih menjadi objek riset. Pengumpulan informasi dilaksanakan dengan memanfaatkan survei online yang disebarkan via Google Forms. Instrumen riset menjalani pemeriksaan validitas juga reliabilitas sebelum dikerjakan evaluasi yang mendalam. Pengolahan data melibatkan berbagai tes statistik mencakup tes asumsi klasik, analisis regresi linear berganda, tes t, tes F, dan perhitungan koefisien determinasi. Output kajian riset ini mengindikasikan bahwasanya price, quality product, dan brand image secara bermakna serta positif memengaruhi keputusan pembelian di lingkungan e-commerce Shopee. Sementara itu, celebrity endorser menunjukkan pengaruh positif namun tidak signifikan secara statistik. Secara keseluruhan, pengaruh gabungan dari keempat variabel tersebut ditemukan signifikan mempengaruhi perilaku pembelian konsumen.
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