PENGARUH HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SKINTIFIC PADA PLATFORM SHOPEE

Abstract

The rapid growth of e-commerce in Indonesia has encouraged consumers to purchase skincare products online. This condition has intensified competition among skincare brands, requiring companies to implement appropriate pricing and promotional strategies to influence consumers' purchase decisions. This study aims to analyze the influence of price and promotion on the purchase decisions of Skintific skincare products on the Shopee platform, both partially and simultaneously. A quantitative approach was employed through an online questionnaire distributed to 98 respondents selected using a purposive sampling technique. Data were analyzed using IBM SPSS Statistics version 26, including data quality testing, classical assumption testing, and hypothesis testing. The results showed that all research instruments were valid and reliable, and the data met the classical assumption requirements. Partially, the price variable obtained a t-value of 4.093 > 1.985 with a significance value of 0.000 (< 0.05), while the promotion variable obtained a t-value of 6.034 > 1.985 with a significance value of 0.000 (< 0.05). Simultaneously, the F-value was 80.489 > 3.09 with a significance value of 0.000 (< 0.05). These findings indicate that price and promotion have a positive and significant influence on consumers' purchase decisions for Skintific skincare products on the Shopee platform.Perkembangan e-commerce di Indonesia mendorong meningkatnya pembelian produk skincare secara online. Kondisi tersebut menyebabkan persaingan antar merek skincare semakin kompetitif sehingga perusahaan perlu menerapkan strategi harga dan promosi yang tepat untuk memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh harga dan promosi terhadap keputusan pembelian produk skincare Skintific pada platform Shopee, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 98 responden. Data dikumpulkan melalui penyebaran kuesioner secara online dan dianalisis menggunakan IBM SPSS Statistics versi 26 melalui uji kualitas data, uji asumsi klasik, dan uji hipotesis. Hasil penelitian menunjukkan bahwa seluruh instrumen penelitian valid dan reliabel serta data telah memenuhi uji asumsi klasik. Secara parsial, variabel harga memperoleh nilai t hitung sebesar 4,093 > t tabel 1,985 dengan nilai signifikansi 0,000 < 0,05, sedangkan variabel promosi memperoleh nilai t hitung sebesar 6,034 > t tabel 1,985 dengan nilai signifikansi 0,000 < 0,05. Secara simultan, variabel harga dan promosi memperoleh nilai F hitung sebesar 80,489 > F tabel 3,09 dengan nilai signifikansi 0,000 < 0,05. Berdasarkan hasil penelitian, dapat disimpulkan bahwa harga dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian produk skincare Skintific pada platform Shopee.