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eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

Promotional influence, price, and product quality on the purchase decision of skincare products e-commerce in Indonesia

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  • Promotional influence, price, and product quality on the purchase decision of skincare products e-commerce in Indonesia

Khoirul Fuuad *, Reni Shinta Dewi and Hari Susanta Nugraha

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
Article DOI: 10.30574/wjarr.2024.24.2.3197
DOI url: https://doi.org/10.30574/wjarr.2024.24.2.3197
 
Received on 22 September 2024; revised on 04 November 2024; accepted on 06 November 2024
 
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.
 
Promotion; Price; Quality of Product; Purchase Decision
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2024-3197.pdf

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Khoirul Fuuad, Reni Shinta Dewi and Hari Susanta Nugraha. Promotional influence, price, and product quality on the purchase decision of skincare products e-commerce in Indonesia. World Journal of Advanced Research and Reviews, 2024, 24(2), 108-122. Article DOI: https://doi.org/10.30574/wjarr.2024.24.2.3197

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