Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Lip Cream OMG melalui Platform E-Commerce Shopee
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Abstract
The rapid growth of Indonesia's cosmetics industry, supported by the increasing use of e-commerce, has intensified competition among cosmetic brands, including OMG Lip Cream. In this competitive environment, price and product quality are considered important factors influencing consumers' purchasing decisions. This study aimed to examine the effects of price and product quality on purchasing decisions for OMG Lip Cream through the Shopee e-commerce platform. A quantitative research approach with a survey method was employed. The study involved 96 female respondents selected using purposive sampling based on the Lemeshow formula. Primary data were collected through questionnaires and analyzed using IBM SPSS Statistics version 26, including validity, reliability, classical assumption, multiple linear regression, partial (t-test), simultaneous (F-test), and coefficient of determination (R²) analyses. The findings indicate that price and product quality each have a positive and significant effect on purchasing decisions. Simultaneously, both variables also have a positive and significant influence, explaining 78.3% of the variation in purchasing decisions. Furthermore, price contributes more substantially than product quality in influencing consumers' purchasing decisions. These findings suggest that maintaining competitive pricing while improving product quality can effectively enhance consumers' purchasing decisions for OMG Lip Cream on the Shopee platform.
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References
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