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All Journal Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-commerce
Nora Pitri Nainggolan Nainggolan
Universitas Putera Batam
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Kualitas Produk, Desain Produk, dan Citra Merek terhadap Keputusan Pembelian Produk Moisturizer Skintific di Kota Batam Vioretta Angela; Nora Pitri Nainggolan Nainggolan
Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce Vol. 5 No. 3 (2026): September : Digital Bisnis: Jurnal Publikasi Ilmu Manajemen dan E-Commerce
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/digital.v5i3.6746

Abstract

The skincare industry has experienced substantial growth, driven by rising awareness of skin health and the increasing role of digital social platforms in shaping consumer buying choices behavior. In a highly competitive market, skincare companies must continuously enhance product attributes to attract consumers and stimulate purchasing decisions. This research seeks to examine the effects of product quality, product design, and brand image on the purchase decisions of Skintific moisturizer consumers in Batam City. A data-driven approach was adopted for this research. Primary research data were obtained using from 100 selected participants through an online survey administered based on purposive sampling criteria. The resulting dataset was then evaluated using multiple regression techniques supported by IBM SPSS Statistics version 31.The analysis included validity and reliability testing, classical assumption tests, coefficient of determination analysis, and hypothesis testing using t-tests and F-tests. The findings reveal that product quality, product design, and brand image have positive and significant effects on purchasing decisions, both individually and simultaneously. The regression coefficients were 0.461 for product quality, 0.411 for product design, and 0.607 for brand image. Furthermore, the Adjusted R Square value of 0.657 indicates that 65.7% of the variation in purchasing decisions can be explained by these variables. The study highlights the importance of improving product quality, developing attractive designs, and strengthening brand image to increase consumer purchase decisions toward Skintific moisturizer products.
Co-Authors Vioretta Angela