PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC MOISTURIZER DI PLATFORM TOKOPEDIA

Abstract

ABSTRACT   This research explores the impact of price and product quality on the acquisition of Skintific Moisturizer through the Tokopedia marketplace. Employing a quantitative framework with verificative and descriptive designs, the study gathered primary data via Likert-scaled instruments from a purposive sample of 100 verified customers. The analysis, executed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS, reveals that both variables contribute positively and significantly to buying choices. Notably, the data suggests that pricing strategies exert a more substantial influence than product attributes in shaping consumer final decisions   Keywords: Product Quality, Price, Purchase Decision, Skincare, Tokopedia.