Pengaruh Kualitas Produk, Kemasan Produk, dan Harga terhadap Keputusan Pembelian (Studi pada Pengguna Foundation Viva Cosmetics di Shopee)
DOI:
https://doi.org/10.35870/jemsi.v11i4.4605Keywords:
Product Quality, Packaging, Price, Purchasing DecisionAbstract
Shifts in consumer behavior, particularly within the beauty sector, have become increasingly evident alongside the rapid growth of e-commerce. This study aims to examine the influence of product quality, packaging, and price on purchasing decisions related to Viva Foundation products on the Shopee platform. A quantitative approach with a descriptive-verificative design was employed. The sample consisted of 100 respondents who are Viva Foundation users on Shopee. Data were analyzed using multiple linear regression techniques. The results reveal that all three independent variables product quality, packaging, and price significantly influence purchasing decisions, both partially and simultaneously. The coefficient of determination (R²) value of 78.7% indicates that the majority of the variance in purchasing decisions can be explained by these variables. These findings highlight the critical role of product excellence, visually appealing packaging, and competitive pricing in shaping consumer preferences in online shopping environments.
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