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)

Tasya Clarissa Putri; Nana Trisnawati; Herminda; Abdullah Muksin

doi:10.37817/ikraith-ekonomika.v9i1.5478

Tasya Clarissa Putri Universitas Persada Indonesia Y.A.I
Nana Trisnawati Universitas Persada Indonesia Y.A.I
Herminda Universitas Persada Indonesia Y.A.I
Abdullah Muksin Universitas Persada Indonesia Y.A.I

DOI: https://doi.org/10.37817/ikraith-ekonomika.v9i1.5478

Abstrak

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.

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