Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 10 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AVOSKIN DI SHOPEE PADA KONSUMEN KOTA CIBINONG

PDF
  • Mita Trya Yulfany,
  • Deddy Syahyuni,
  • Khotimah Herliana
Mita Trya Yulfany
Universitas Bina Sarana Informatika
Deddy Syahyuni
Universitas Bina Sarana Informatika
Khotimah Herliana
Universitas Bina Sarana Informatika
DOI: https://doi.cibangsa.org/DOI-2026-208

Published 2026-09-12

Keywords

  • Avoskin skincare,
  • Price perception,
  • Product quality,
  • Purchasing decision,
  • Shopee marketplace

How to Cite

PENGARUH KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SKINCARE AVOSKIN DI SHOPEE PADA KONSUMEN KOTA CIBINONG. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(10). https://doi.cibangsa.org/DOI-2026-208

Abstract

This research aims to analyze the influence of product quality and price perception on purchasing decisions for Avoskin skincare products on the Shopee platform among consumers in Cibinong City. The rapid growth of the beauty and personal care industry in Indonesia has increased market competition, prompting skincare brands to enhance product excellence and offer competitive pricing. The methodology employed is a quantitative approach using a causal descriptive research design. The population in this study consists of consumers residing in Cibinong who have purchased and used Avoskin skincare products via Shopee. A sample of 120 respondents was selected using a non-probability purposive sampling technique. Data were collected through structured questionnaires formatted with a 5-point Likert scale and analyzed using multiple linear regression analysis via SPSS software. The empirical findings indicate that product quality has a positive and significant effect on purchasing decisions. Similarly, price perception exerts a positive and significant influence on purchasing decisions. Simultaneously, product quality and price perception significantly impact purchasing decisions. These results imply that maintaining product efficacy, ingredient consistency, and establishing a fair, competitive pricing strategy are vital factors for skincare brands to sustain consumer trust and stimulate repeat purchases in e-commerce marketplaces.
PDF

References

  1. Bator, R. J., Bryan, A. D., & Schultz, P. W. (2011). Who Gives a Hoot?: Intercept Surveys of Litterers and Disposers. Environment and Behavior, 43(3), 295–315. https://doi.org/10.1177/0013916509356884.
  2. Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25 (Edisi 9). Semarang: Badan Penerbit Universitas Diponegoro.
  3. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). Cengage Learning.
  4. Hidayat, R., & Rahmawati, E. (2021). Pengaruh Kualitas Produk dan Promosi Digital terhadap Keputusan Pembelian Produk Kecantikan di Marketplace. Jurnal Riset Manajemen dan Bisnis, 6(1), 45–56.
  5. Hidayati, S. N. (2016). Pengaruh Pendekatan Keras dan Lunak Pemimpin Organisasi terhadap Kepuasan Kerja dan Potensi Mogok Kerja Karyawan. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 5(2), 57–66. http://dx.doi.org/10.30588/SOSHUMDIK.v5i2.164.
  6. Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson Education.
  7. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
  8. Lovelock, C., & Wirtz, J. (2016). Services Marketing: People, Technology, Strategy (8th ed.). World Scientific Publishing.
  9. Peter, J. P., & Olson, J. C. (2014). Consumer Behavior and Marketing Strategy (10th ed.). McGraw-Hill Education.
  10. Pratama, A., & Astuti, S. R. (2020). Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Skincare Melalui Online Marketplace. Jurnal Sains Pemasaran Indonesia, 19(2), 112–125.
  11. Rahman, M. A., & Sari, D. P. (2022). Peran E-WOM dan Kualitas Produk dalam Mendorong Keputusan Pembelian Produk Skincare Lokal. Jurnal Pemasaran Digital, 3(1), 15–28.
  12. Risdwiyanto, A., & Kurniyati, Y. (2015). Strategi Pemasaran Perguruan Tinggi Swasta di Kabupaten Sleman Yogyakarta Berbasis Rangsangan Pemasaran. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 5(1), 1–23. http://dx.doi.org/10.30588/SOSHUMDIK.v5i1.142.
  13. Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior (12th ed.). Pearson Education.
  14. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
  15. Tjiptono, F., & Diana, A. (2020). Pemasaran Strategis: Mengupas Strategi Pemasaran, Competitive Advantage, dan E-Commerce. Yogyakarta: Andi Offset.
  16. Utami, R. W., & Handayani, S. (2021). Pengaruh Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian Kosmetik di Toko Online. Jurnal Manajemen Komersial, 9(2), 89–98.
  17. Wibowo, A., & Kurniawan, H. (2022). Dampak Promo Free Ongkir dan Persepsi Harga terhadap Keputusan Pembelian pada E-Commerce Shopee. Jurnal Aplikasi Bisnis, 10(1), 34–42.
  18. Wijaya, C., & Santoso, B. (2021). Evaluasi Faktor Kualitas Produk dan Trust terhadap Keputusan Pembelian Berulang Skincare Lokal. Jurnal Ekobis, 12(3), 201–212.
  19. Yudha, F. P., & Indrawati, A. (2023). Analisis Efektivitas Pemasaran Media Sosial dan Kualitas Produk Skincare Avoskin di Shopee. Jurnal Ekonomi dan Pemasaran Digital, 4(2), 77–88.
  20. Yuniarty, N., & Susanti, F. (2020). Pengaruh Kualitas Layanan dan Persepsi Harga terhadap Keputusan Pembelian di E-Commerce. Jurnal Ilmu Manajemen, 8(4), 1305–1316.

Similar Articles

You may also start an advanced similarity search for this article.