Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Skincare Azarine Melalui Platform Shopee di Kecamatan Kosambi Tangerang

The Influence of Price and Product Quality on Purchase Decisions on Azarine Skincare Products Through the Shopee Platform in Kosambi District, Tangerang

Abstract

The results of this study indicate that price partially has a positive but not significant effect on purchasing decisions, with a significance value of 0.169 > 0.05. On the other hand, product quality has a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05. Simultaneously, price and product quality have a positive and significant effect on purchasing decisions, with a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 78.1% indicates that the variables of price and product quality explain 78.1% of the variation in purchasing decisions, while the remaining 21.9% is influenced by other factors outside the scope of this study. Therefore, product quality is the main factor influencing consumers' purchasing decisions for Azarine skincare products through the Shopee platform in Kosambi District, Tangerang. The sampling technique used was purposive sampling.