PENGARUH KUALITAS PRODUK DAN HARGA DIMEDIASI BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE DI SHOPEE (STUDI PADA KONSUMEN MERK THE ORIGINOTE DI SURABAYA)

Abstract

This research aimed to examine and analyze the effect of product quality and price which were mediated by brand image, on the purchasing decisions of Skincare in Shopee through the study of consumers in The Originote, Surabaya. Moreover, the research was quantitative. The population was consumers of Skincare with a brand of The Originote, who purchased through Shopee with an average age of 13-35. Furthermore, the data collection technique used purposive sampling. In line with that, there were 100 respondents as the sample. The data analysis technique used Partial Least Square (PLS) with SmartPLS 3.2.9. The result showed that both brand image and price had a positive and significant effect on purchasing decisions. However, product quality had a negative and insignificant effect on purchasing decisions. Additionally, price as well as product quality had a positive and significant effect on brand image. Similarly, both price and product quality had a positive and significant effect on purchasing decisions which was mediated by brand image.