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All Journal Journal of Indonesian Economic Research
Siti Komariah Hildayanti
Program Studi Manajemen, Universitas Indo Global Mandiri
Economics, Econometrics & Finance

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Pengaruh Determinan Keputusan Pembelian Skincare Wardah di Shopee: Peran Produk, Review Konsumen, dan Promosi pada Mahasiswa Universitas Indo Global Mandiri Palembang Putri Putri; Hamid Halin; Siti Komariah Hildayanti
Journal of Indonesian Economic Research Vol. 4 No. 1 (2026): June
Publisher : Yayasan Lentera Avanya Nagari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61105/jier.v4i1.417

Abstract

The growth of the digital economy and the increasing use of e-commerce platforms have significantly changed consumer purchasing behavior, particularly in the skincare industry. This study aims to analyze the influence of product, consumer review, and promotion on the purchase decision of Wardah skincare through the Shopee platform, with a case study on students of Universitas Indo Global Mandiri (UIGM) Palembang. This research employs a quantitative approach with multiple linear regression analysis using SPSS v.27. Data were collected from 94 respondents through online questionnaires based on purposive sampling. The results show that product has a positive and significant influence on purchase decision (t=3.575, sig.=0.001), consumer review has no significant influence (t=1.527, sig.=0.130), and promotion has a positive and significant influence (t=2.602, sig.=0.011). Simultaneously, all three variables significantly influence purchase decision (F=95.166, sig.=0.000) with an Adjusted R² of 75.2%. These findings support the Theory of Planned Behavior (TPB) framework, in which product forms attitude, consumer review shapes subjective norms, and promotion enhances perceived behavioral control.
Pengaruh EWOM, Social Media Engagement, dan Brand Image terhadap Keputusan Pembelian Skincare Avoskin Melalui Shopee Oleh Generasi Z Marisa Dwi Rahmawati; Siti Komariah Hildayanti; Fauziah Afriyani
Journal of Indonesian Economic Research Vol. 4 No. 1 (2026): June
Publisher : Yayasan Lentera Avanya Nagari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61105/jier.v4i1.431

Abstract

This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), Social Media Engagement, and Brand Image on purchasing decisions for Avoskin skincare products through the Shopee e-commerce platform among Generation Z consumers. This research used a quantitative method by distributing online questionnaires to Generation Z consumers in Palembang who had purchased Avoskin products via Shopee. The sampling technique applied was purposive sampling, with a total of 97 respondents. Data were analyzed using multiple linear regression through SPSS version 27. The findings indicate that Electronic Word of Mouth, Social Media Engagement, and Brand Image have positive and significant effects on purchasing decisions. Among these variables, Brand Image provides the strongest contribution in influencing consumer decisions. Furthermore, all independent variables simultaneously have a significant influence on purchasing decisions. These results demonstrate that consumer purchasing decisions are strongly affected by digital communication, social media involvement, and positive brand perceptions formed in consumers’ minds during the purchasing process. The study confirms that Electronic Word of Mouth and Brand Image are dominant factors influencing Generation Z consumers in purchasing Avoskin skincare products through Shopee. The findings also highlight the importance of maintaining effective digital marketing strategies to strengthen consumer trust continuously online.
Co-Authors Fauziah Afriyani Hamid Halin Marisa Dwi Rahmawati Putri Putri