PENGARUH HARGA, BRAND IMAGE, & KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI E-COMMERCE SHOPEE DI JABODETABEK

Abstract

This study aims to analyze the influence of price, brand image, and consumer trust on purchasing decisions of Skintific skincare products on the Shopee e-commerce platform in the Jabodetabek area. The intense competition within the beauty industry requires companies to understand the key factors influencing consumer behavior and purchasing decisions. This research adopts a quantitative approach, with data collected through questionnaires distributed to respondents who have purchased Skintific products via Shopee. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with the assistance of SmartPLS 4 software. The results indicate that price and brand image have a positive and significant effect on purchasing decisions. In contrast, consumer trust does not have a significant influence on purchasing decisions. The R- square value of 0.583 suggests that price, brand image, and consumer trust collectively explain 58.3% of the variance in
purchasing decisions, while the remaining percentage is influenced by other factors not included in the research model. These findings provide managerial implications for Skintific to prioritize competitive pricing strategies and strengthen brand image in order to enhance consumer purchasing decisions.