The Effect of Product Quality and Price on Skintific Skincare Purchasing Decisions at Shopee by Unsrat Fisip Students

Abstract

This research aims to analyze the influence of product quality and price on purchasing decisions for Skintific skincare products on the Shopee platform among students of the Faculty of Social Sciences and Political Sciences at Sam Ratulangi University (FISIP UNSRAT). The skincare industry in Indonesia is growing rapidly, especially among students, who have high demands for quality skin care products at affordable prices. This study uses a quantitative approach with a survey method through questionnaires involving 330 active student respondents from FISIP UNSRAT. The data analysis technique used is multiple linear regression to determine the extent of the influence of independent variables (product quality and price) on the dependent variable (purchasing decision). The analysis results show that product quality and price significantly influence purchasing decisions with a contribution of 59.5%, while the remaining 40.5% is influenced by other variables not examined. Skintific's product quality, which uses active ingredients like ceramide and niacinamide, proves to meet students' expectations for safety and effectiveness. Competitive pricing and promotions on Shopee also encourage purchasing decisions. These findings provide practical implications for manufacturers and marketers to focus on improving quality and pricing strategies to reach young consumers, particularly students.