Promotional influence, price, and product quality on the purchase decision of skincare products e-commerce in Indonesia
Department of Business Administration, Faculty of Social Science and Political Science, Universitas Diponegoro, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2024, 24(02), 108-122
Publication history:
Received on 22 September 2024; revised on 04 November 2024; accepted on 06 November 2024
Abstract:
This study aims to determine the influence of promotion, price, and product quality partially or simultaneously on the purchase decision of Whitelab Skincare Sunscreen products. The population in this study is consumers of Whitelab Skincare Sunscreen products in Jakarta. The number of samples of 100 respondents used a non-random sampling technique with the purposive sampling method. Data collection was carried out using a questionnaire. The analysis method used in this study is multiple linear regression analysis with the help of the SPSS version 25.00 program. Testing the partial hypothesis using the T test and simultaneously using the F test. The results showed that partial promotion, price, and product quality had a positive and significant effect on the purchase decision of Whitelab Skincare Sunscreen products.
Keywords:
Promotion; Price; Quality of Product; Purchase Decision
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