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All Journal MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis
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Universitas Muslim Nusantara Al Washliyah
Economics, Econometrics & Finance

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Pengaruh  Ketersediaan  Barang,  Gratis  Ongkir  dan Kemudahan Return terhadap Keputusan Pembelian Skincare The Originote Official Store di Shopee: Studi Kasus Siswi SMA Harapan Bangsa Tanjung Morawaa Dian Artika; Suhaila Husna Samosir; Melisa Zuriani Hasibuan; Mhd. Dani Habra
MUQADDIMAH: Jurnal Ekonomi, Manajemen, Akuntansi dan Bisnis Article in Press
Publisher : LP3M INSTITUT KH YAZID KARIMULLAH

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59246/5z40ar15

Abstract

Online purchasing decisions are increasingly shaped by marketplace services and promotional facilities that influence consumers' perceptions of convenience and transaction security. In the skincare market, product availability, free shipping, and return policies represent important factors that may shape purchasing behavior, particularly among young consumers. This research examines the influence of these three factors on purchasing decisions for The Originote skincare products through Shopee among female students at SMA Harapan Bangsa Tanjung Morawa. A quantitative approach with a causal associative design was employed, involving 74 respondents who had purchased The Originote products through Shopee. Data were collected using questionnaires and analyzed through multiple linear regression, classical assumption tests, and hypothesis testing with SPSS. The partial test results reveal that product availability has no significant effect on purchasing decisions (t = -0.328; p = 0.744), while free shipping also demonstrates no significant effect (t = 1.206; p = 0.232). In contrast, ease of return exhibits a positive and significant effect (t = 2.389; p = 0.020), indicating its relevance in reducing perceived transaction risks. Simultaneously, all three independent variables significantly influence purchasing decisions (F = 3.455; p = 0.021). The coefficient of determination (R² = 0.129) indicates that the variables explain 12.9% of the variation in purchasing decisions. These findings highlight the importance of accessible return policies in strengthening consumer confidence when purchasing skincare products online.
Co-Authors Hasibuan, Melisa Zuriani Mhd. Dani Habra Suhaila Husna Samosir