Pengaruh Kualitas Produk, Persepsi Harga dan Influencer Marketing terhadap Keputusan Pembelian Kosmetik Wardah pada Platform E-Commerce Shopee di Official Store Wardah (STUDI KASUS PADA KONSUMEN WARDAH) - Putri, Tasya Clarissa; Trisnawati, Nana; Herminda, Herminda; Muksin, Abdullah (IKRAITH-EKONOMIKA, 2026)
Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Persepsi Harga dan Influencer Marketing terhadap Keputusan Pembelian Kosmetik Wardah pada Platform ECommerce Shopee di Official Store Wardah. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik deskriptif, dan data dikumpulkan melalui kuesioner. Analisis data dilakukan menggunakan metode Partial Least Square (PLS) dengan bantuan software SmartPLS versi 4. Penelitian ini menggunakan Teori Hair et al diperoleh sampel sebanyak 210 responden. Hasil penelitian menunjukkan bahwa Kualitas Produk berpengaruh positif terhadap Keputusan Pembelian, dengan p-value 0,000 < 0,05 dan t-statistik 14,346 > 1,96. PersepsiHarga berpengaruh positif terhadap Keputusan Pembelian, dengan p-value 0,000 < 0,05 dan t-statistik 9.144 > 1,96. Dan Influencer Marketing berpengaruh positif terhadap Keputusan Pembelian, dengan p-value 0,000 < 0,05 dan t-statistik 13,202 > 1,96. Maka dapat disimpulkan bahwa Kualitas Produk, Persepsi Harga serta Influencer Marketing berpengaruh secara signifikan terhadap Keputusan Pembelian. This study aims to determine the influence of Product Quality, Price Perception, and Influencer Marketing on the Purchase Decision of Wardah Cosmetics on the Shopee E-Commerce Platform at the Wardah Official Store. The method used is a quantitative approach with descriptive techniques, and data was collected through questionnaires. Data analysis was performed using the Partial Least Squares (PLS) method with the assistance of SmartPLS software version 4. This study utilized Hair et al’s theory, resulting in a sample size of 210 respondents. The results of the study indicate that Product Quality has a positive influence on Purchase Decisions, with a p-value of 0.000 < 0.05 and a t-statistic of 14.346 > 1.96. Price Perception has a positive influence on Purchase Decisions, with a p-value of 0.000 < 0.05 and a t-statistic of 9.144 > 1.96. Influencer Marketing also has a positive influence on Purchase Decisions, with a p-value of 0.000 < 0.05 and a t-statistic of 13.202 > 1.96. Therefore, it can be concluded that Product Quality, Price Perception and Influencer Marketing significantly influence Purchase Decisions.