Pengaruh E-Commerce, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Produk Skincare Skintific (Studi Kasus pada Konsumen Skintific di Delipark Mall Medan)

Abstract

This study aims to determine and analyze the influence of E-Commerce, Product Quality, and Brand Image on the purchase decision of Skintific skincare products among Skintific consumers at Delipark Mall in Medan. This study is an associative study, and the type of data used is quantitative data. The population in this study consists of female consumers who have purchased Skintific skincare products through the Shopee e-commerce platform at Delipark Mall in Medan. The sample size in this study was 97 people, using purposive sampling with the criteria of Skintific consumers who had purchased Skintific skincare products at least once through Shopee e-commerce and women aged at least 17 years. The data analysis techniques used were descriptive analysis and multiple linear regression analysis. Data processing in this study used the SPSS program. The results of this study indicate that simultaneously, E-Commerce, Product Quality, and Brand Image have a positive and significant effect on purchasing decisions. Partially, E-Commerce, Product Quality, and Brand Image have a positive and significant effect on the decision to purchase Skintific skincare products among Skintific consumers at Delipark Mall Medan. Based on the coefficient of determination, the independent variables influence the dependent variable by 40.9%, while the remaining 59.1% can be explained by variables not examined in this study.