Pengaruh Kualitas Produk, Harga, dan Citra Merek Terhadap Keputusan Pembelian Lipstik Wardah di Shopee

Abstract

This study shows that the product quality factor does not have a significant influence on purchasing decisions for Wardah lipstick at Shopee, even though product quality is often considered an important factor in purchasing decisions. In contrast, the price and brand image variables have a significant influence on purchasing decisions. In more detail, price shows a moderate influence with a coefficient of 0.310, while brand image has a stronger influence with a coefficient of 0.771. The coefficient of determination (R²) of 0.752 indicates that these factors explain 75.2% of purchasing decisions, indicating that most purchasing decisions are influenced by product quality, price, and brand image. The remaining 24.8% is influenced by other factors not examined in this study.This study provides new insights into the influence of product quality, price, and brand image in the context of e-commerce platforms, especially on beauty products (Wardah lipstick) at Shopee. The results of this study indicate that although product quality is an element that is often prioritized in purchasing decisions, on online platforms such as Shopee, price and brand image factors are found to influence consumer purchasing decisions more. This leads to the understanding that in the world of e-commerce, consumers may be more likely to choose products with more competitive prices and strong brand images, even if the product quality is considered good.This research also opens up an understanding of the importance of brand image-based marketing strategies and proper price management, especially for local brands such as Wardah in a highly competitive online market. Another novelty is the use of data obtained from respondents on the Shopee platform, which shows the relevance of the research results for the growing e-commerce platform.